Page 3 - Denim Special Memo
P. 3
NEW STRATEGY
When shopping for jeans, the most important thing is FIT! So, in rebooting our denim
assortments we took a fit first approach and this influenced our buy as well as how we
market the product to the consumer.
We have focused on two main fits:
- The Regular fit (previously known as the Thyme fit), which is more relaxed through the
hip and thigh with an average height rise
- The ‘Slim’ fit (previously known as the Insider fit), which is more fitted through the hip
and thigh, with a slightly lower rise. At the same time, we have upgraded our denim
styling on our slim fit. We will introduce this new product to the east stores in fall and to
all stores in spring.
We will be offering two new leg shapes as part of our fashion collection:
• A jegging for someone wanting ultra-tight denim
• A girlfriend for someone wanting a looser silhouette
Within each fit, the customer will have a choice of leg shape, wash colour, and inseam
(some of the inseams will only be available online, but there will be an inseam in each fit
and leg shape in all stores).
We also revamped our on-product marketing and how we will be merchandising denim,
to support the customers journey of fit.
P3
