Revah Holdings, which launched its pricier J&Company line in 2003, decided to drop JNCO while it concentrated on the women’s line, which saw its denim pants sell for $120–$180. Then they lagged to a little more than $100 million during the line’s last full year of operation in 2004. It will be retooling its brand to target a more fashion-forward customer, who will help the company produce higher profit margins.Īt its peak in the mid- to late 1990s, annual sales hit $200 million. JNCO will still be going after the same age group but with a slightly different product. These people weren’t even alive when the brand had its first run.” Today, the trendy hipsters are wearing Puma. “Look at Puma, which darn near went away. “You can craft and weave that tale that is entirely attractive to a new demographic,” brand expert Erle said. So too does latching on to a label’s story and marketing it in new ways. ![]() ![]() The executives turned the retail chain on its ear, relying on the brand’s reputation for durability and dependability to cater to a trendy, youthful crowd that has helped grow the company to a nearly $2.8 billion entity with more than 850 stores.Ĭreating a new idea helps find a new consumer. The brand, established in 1892, was reformatted in 1992 when a new management team came on board. Take, for example, Abercrombie & Fitch Co., which used to be a rather staid, upper-crust outfitting store for wannabe Teddy Roosevelts ready to fly off on exotic safaris. “Oftentimes you go to market in a very different way than the brand did in its first run,” Erle explained. The best way to bring back new life to an old brand is to get the creative juices flowing and think outside of the box when developing new products. But banking on an old name has to be done with finesse, said Paul Erle, president and founder of River West Brands, a Chicago-based brand acquisition and redevelopment firm. Rebranding and revising old labels have become popular pastimes in the apparel and retail industries as clothing executives count on nostalgia to turn a profit. ![]() Penney and Kohl’s, where JNCO was widely distributed. That’s up from the $35–$40 JNCO jeans line that used to sell at mid-tier stores such as J.C. They say they won’t wear anything else,” said Jacob Abikzer, president and chief operating officer of Revah Holdings, the parent company of the blue jeans labels JNCO, J&Company and Born in California.īut Revah Holdings will be taking JNCO jeans a bit more upscale, targeting specialty retailers and higher-end department stores willing to pay the $70–$80 retail price tag that will be on the renewed JNCO. ![]() “Daily, I get e-mails from consumers’ mothers asking where they can find JNCO clothing for their kids who are returning to school. That’s why JNCO, the Los Angeles blue jeans line for urban boys and teens favored by ravers and skaters, is making a comeback next year after disappearing from the store shelves in early 2005. What’s in a name? When it comes to branding, quite a bit.Īpparel manufacturers know the value of establishing the right label that has an identity, conveys a story, and provides a proven track record in quality and coolness.
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