Plus-size specialist Avenue is looking to take its denim assortment to the next level.
The multichannel retailer, a division of PPR’s Redcats USA group, for fall has introduced Avenue Denim, expanding the breadth of styles, colors and washes available and vying for a bigger piece of what company executives see as an underdeveloped market.
“Our customers told us that they wanted jeans that were practical and fashionable,” said Dawn Robertson, the former president of Old Navy and Sean John who assumed Avenue’s presidency last September. “So the first part of our strategy was to offer the customer the perfect pair of jeans in the right fit, wash and inseam for casualwear, wear-to-work and dressy denim.”
Related Articles
Citing the three silhouettes used, she noted, “The Hollywood Skinny in black is great for a night out, while the Broadway Straight Leg dyed-to-match stitching is polished and professional enough to wear to work. And the Santa Fe Bootcut is great for relaxing on the weekend and as casualwear.”
You May Also Like
Robertson emphasized that the development of the line was highly collaborative, calling on the skills and viewpoints of the retailer’s design, merchandising and technical design teams with substantial input from customers as well. To help tell Avenue’s updated denim story, the company enlisted the aid of stylist Jacqui Stafford, executive style director of Shape magazine, who brought her considerable energy to a video showing women how to select the right silhouette for their body and a particular occasion, and put it together with other apparel and accessories available from Avenue. She also directs customers needing extended sizes to avenue.com. Robertson said the Web site accounts for about 15 percent of revenues “and growing.”
Several studies cited by Levi Strauss & Co. executives place jeans third on the list of categories that women like shopping for least, behind only swimwear and bras. For a plus-size woman, the distaste factor can be even greater.
“It’s often hard for her to find the right size and length in a style she wants to wear,” Robertson said. “The new collection offers her a variety of styles in a wide range of sizes, as well as petite, average and tall lengths.”
Simplifying the process of matching customers with the right jeans is an important part of the Avenue denim initiative. The retailer has printed the silhouette names and sizes of the jeans directly onto their waistbands, and put the size on the back of the jeans as well. While prices for the new ranges average about $40, Avenue battled price resistance with a $10-off promotion redeemable in its 450 stores, on its e-commerce site or by phone.
In addition to a trifold mailer explaining the denim program and including the coupon, Avenue used package and credit inserts, direct mail and e-mails to get the word out on Avenue Denim, which also was supported with in-store visuals focusing on the new silhouettes and their versatility.
On the merchandising side, the program includes signature pocket embroidery and stitching and hardware developed specifically for the new program.
“Our customers told us they wanted to learn how they could look their best no matter what they were doing, and how we could help them with that,” Robertson said. “So our marketing campaign not only introduced our new denim with its new fits, washes and silhouettes but also established Avenue as a fashion authority.”
A similar approach was taken to the earlier development of innerwear with Avenue Body.
While a major player in the plus-size market, Avenue faces competition from specialty operations such as Charming Shoppes and its Lane Bryant division and Christopher & Banks’ CJ Banks unit. Also, PPR intends to sell Redcats before the end of the year.
Robertson remains focused on the task at hand. “The plus-size market has seen growth in the last year but is still under-penetrated,” she said. “Many stores are starting to carry plus sizes. Both mass market stores and high-end designers are catering to this market. But Avenue remains a leader, and we’re confident that our new, more customer-driven approach to product development and marketing positions us to increase penetration and grow our business overall.”