Premium Upgrade
Levi's tests new premium juniors' line in KmartCarlie Kollath
Starting this month, Levi Strauss Signature, the two-year-old mass channel brand spin-off of Levi Strauss and Co., is testing a premium line of juniors' jeans, with price points at $24.99.
According to Signature president, Scott LaPorta, items in the Levi Strauss Signature Premium line are being tested at select Kmart stores, though the exact number was unavailable. On Signature's Web site and in one of its flagship New York City stores, two items are offered. The Premium Embroidery Bootcut Jean features antique buttons and rivets and embroidery on the left thigh. The Premium Doodle Bootcut Jean features the same rivets and buttons but has a heart and flower applique on the right thigh. The back pockets are also embroidered.
Along with the added embroidery, the premium jean line uses different fabrics, vintage finishes and an embroidered label instead of the standard printed Signature label.
The premium line is being tested at the same time Signature is launching its Authentics line extension for back-to-school in Target, Wal-Mart and Kmart. The Authentics line, with price points at $22.99, is a step up from Signature's core offerings--what LaPorta sees as a good, better, best within the Signature label. The young men's line hit Target's floor in July and the misses and juniors line rolled out the first week in August.
"What we're continually trying to do is convert non-apparel shoppers in the channel into apparel shoppers and also go after those shoppers who are buying goods in the vertically integrated specialty stores, say at an Old Navy or at an American Eagle, especially the young guy or young girl, and give them a great product for $25," LaPorta said.
The Authentics line is an upgrade from the core offerings in way of fit, wash, fabric and styling. Currently, the Premium line takes the concept of the Authentics items and adds embellishment.
"Authentics is taking the core five-pocket jean and adding premium fabric and finishing details," said Signature's marketing manager, Amy Ferris. "Premium is more about what's trending at the marketplace from the perspective of styling details and incorporating those into the products."
Ferris said Signature is testing the Premium line in juniors because the segment captures the most current trends. No plans are in the works to expand beyond juniors or offer the premium line outside of Kmart.
LaPorta said there is the possibility that after the testing, Signature might invest more money in a higher-quality fabric. Until then, LaPorta said the company is going to "test, learn, adjust, go."
"We've assembled a world-class design and merchandising team to bring great product," LaPorta said. "The No. 1 goal that they're there to accomplish is to surprise and delight the value shopper with great product. It all starts there."
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