DALLAS — Christian Lacroix Jeans, a better fashion-item collection, is relaunching in the U.S. for spring selling and will make its national debut at FashionCenterDallas here at the women’s apparel market that runs Thursday through Monday.
Christian Lacroix Jeans will be shown at the Brad Hughes & Associates multiline showroom in Dallas, which, going forward, will wholesale the line exclusively outside New York, where Lacroix has a showroom at 625 Madison Avenue.
“The line is a brilliant extension of Mr. Lacroix’s creative and unique hand and also has a very interesting price point and value relationship,” said Wendy Ball, national manager for Christian Lacroix Jeans. “It’s a jeans line, but not solely based on denim. For spring, there are about 80 pieces, including colorful and embellished sundresses, jackets, knitwear and wovens, which we think will appeal to women in their 20s as well as those in their 60s.”
Wholesale prices range from $70 for a T-shirt to $199 for an embroidered and beaded jacket. Skirts wholesale on average for $85 and pants at $109. The line is designed by Christian Lacroix in Paris and reflects his spirited vision of vibrant colors, vintage shapes and elaborate embellishment.
“Christian Lacroix Jeans is fresh and young with an edge,” said Michael Singer, a partner at Brad Hughes & Associates. “We think it will be a tremendous and powerful resource for retailers at a better price point. It speaks to the contemporary customer who is driven by the quality and creativity of Christian Lacroix. We plan to keep distribution tight and exclusive at key stores in specific cities.”
Christian Lacroix Jeans originally launched in 1996 and continues to be sold in Europe and Asia, but was withdrawn from the U.S. market in 2003 as the company reevaluated its American marketing strategies.
The Christian Lacroix business was purchased in January from LVMH Moët Hennessy Louis Vuitton by Florida-based travel retail firm Falic Group, which has ambitious plans to expand the Lacroix ready-to-wear, jeans and accessories collections in the U.S. at wholesale and with freestanding stores.
In an interview with WWD last month, Simon Falic, the new owner and director of Lacroix, said, “We think it’s very well positioned. So much money has been invested in this brand, and Mr. Lacroix is such a highly regarded talent in the fashion industry. I honestly believe we can double the sales volume in five years, maybe sooner.”
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The U.S. now accounts for roughly 10 percent of the Lacroix business, which currently generates about $37 million in sales, and Falic said that percentage should rapidly increase to 30 to 35 percent, also noting that South America is also a growth area for the brand. Europe and Japan are currently the biggest markets for Lacroix. Ready-to-wear will remain the anchor of the Lacroix business, including the signature line and the jeans collection. Bazar, a secondary line, is under review and may be phased out, according to Falic.