RVCA Denim Revitalized

August 1, 2015 - fall Denim

RVCA redesigns business indication for denim, relocating prolongation from China to Mexico, and revamping retail

“Yeah there are some ghosts in here,” a infrequent Brian Cassaro, VP of marketing, says while tidying a vicinity of his Costa Mesa office. “Sorry for a mess, we’re remodeling.” RVCA changed into a 70s-inspired building several years ago, holding over a space from a Paul Frank brand. But usually as Paul Frank complained of ghosts over a years, any long-standing RVCA worker can tell their possess story of accessible spirits roaming a halls.

“There used to be an unit in a behind and it had a shower, kitchen, a whole thing. I’d always hear unequivocally peculiar sounds usually like banging or clanging,” laughs Casey Holland, VP of art and artistic during RVCA. “Every once in a while I’d hear footsteps entrance adult a stairs afterwards we would demeanour and nobody was there. we wasn’t that freaked out until one night we had a confidence ensure over here that used to demeanour after a building,” Holland says. “He is sitting there examination his TV and hears footsteps travel right adult to his desk. He felt something stop right subsequent to a table. He looks adult from his TV and no one is there. He walks around to a gym and sees a sole punching bag overhanging in a darkness. So a subsequent day he tells a morning confidence ensure about it, and he’s like, ‘Oh yeah so we had your initial experience.”

The RVCA spook stories set a scene. After we were all good and spooked, we started to plead RVCA’s newest, oldest, program: denim. Over a years, denim sales have declined industry-wide, formulating a review that sparked a question: Is denim dead? But Cassaro put it well: “Trends come and go, though people will always lapse to a category.”

Trends come and go though people will always lapse to a category.

In Mar of this year, signs of a denim reconstruction on a tradeshow circuit suggested a certain arena for a buttress category. Although U.S. jean sales declined 8 percent on a dollar in 2014, according to The NPD Group/Consumer Tracking Service, in a past year, a same news suggested denim sales have already grown 3 percent and are projected to continue a expansion come Holiday, according to analysts.

Why denim?

Cassaro:  It is effective for Fall 2015. It was easy to code this event since RVCA has always been a marketplace personality in denim for a movement sports channel along with a integrate others. Really there are usually a integrate brands we would contend that are marketplace leaders. It is a singular event for us since story tells us that to be a personality in movement sports for denim we need to have credit in skate. Through a past 15 years-plus, that is usually how it has been. No matter how good some of a some-more surf-positioned brands are with their denim program, it would be unequivocally tough for them to get traction. We have a clever movement team, and we’ve had past success/traction in denim. We usually indispensable to file a business to broach a improved product. We have one product we know we are good at, though could make it that most better.

Eric Thomas, VP of sales: This meant examining a product from a manufacturing, to a shelf space, to when it reaches a sales register. This requires deliberating and training from a manufacturers, retailers, marketers, etc. This is an event for us to go out there and uncover that we are a categorical actor in denim. It was critical for us to get everybody on a same boat to assistance pull a products. We wish that a outcome is that consumers commend a changes and increasing quality.

Rick Lohr, VP of merchandising and design: The whole routine itself starts with improved cotton, a some-more workman prolongation approach, and improved dyes that will emanate a improved altogether product. So we wish when somebody looks during a jeans and says “wait since would we compensate $70-$85 for a span of jeans when there are $50 jeans all over here” your jeans are going to final a lot longer, going to demeanour improved contra cheaper jeans that after a few months of skating will be ripped, etc. We wish to make jeans that will sojourn in your closet and organic for a prolonged time.

Holland: One of a reasons denim is so critical to RVCA is that it was Pat’s [Tenore, owner and boss of RVCA] strange thought for a brand. He was always desirous by American workwear, either that is Dickies, Carhartt, etc. He wanted to move that sensibility of classical American workwear to a movement sports courtesy or a lifestyle brand. His thought was always American workwear with a conform twist.

A lot of times in his mind when he was a male building and/or conceptualizing RVCA, his sensibility was always that group wear denim. So when we are conceptualizing it doesn’t matter if it is a tip or a coupler or anything else, it has to demeanour good with denim. It has to demeanour good with a blue span of denim or a black span of denim since 90% of a time that is what a male is going to wear. That was kind of a substructure he has always hold onto.

You’ll still hear him currently travel into a engineer and say, “What are we even going to wear this with? we don’t know if it goes with denim so since are we putting it adult there?”

Thomas: We were that code that could means people and retailers 4 seasons a year, contra usually being a large actor in a open and summer. We always had woven tops and conform fleece/knit jackets that went good with denim bottoms and that unequivocally gathering a Fall and Holidays business for a lot of retailers. A lot of other brands had sales that were slumping during those seasons. We’re re-launching a denim module and adhering to what we’ve always been from a beginning: a small bit some-more towering cost indicate and peculiarity than what we are typically removing from a normal cost indicate in a marketplace place.

Holland: It speaks to a altogether peculiarity during RVCA, and that anything we do, we wish to have a aloft viewed value through the towering fabrics and quality. We hear that all a time that a age operation is unequivocally broad; creation something that not usually a 18-year-old child wants to wear, though also what a 48-year-old male wants to wear.

RVCA celebrates denim with a launch party, final Thursday, Jul 23 

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Can we speak about a prolongation and sourcing plan we took when re-launching a denim program?

Lohr: It all started with restructuring a line’s design and planning. When we got here, a merchandising proceed on a denim collection took a some-more normal movement sports code proceed – updating it once a year in Fall, and afterwards we fundamentally lift it over a whole year. It was all China prolongation and kind of usually a some-more fashion-specific approach. We wanted to file a merchandising and vital life formulation towards a denim association proceed that was different. You could contend this was step 1.  All a while, step 2 was function during a same time. We were changing a sourcing routine to implement Mexico and USA fabrics. Which if we know about denim, fabrics [from Mexico] are distant higher to China fabrics. There is a lot we can do in Mexico that we can’t do in China. The H2O is different. The creosote that they use is different. The operation managers are lerned differently. There is a lot some-more palm fact contra like prolongation details. A good instance is a lot of times when people are perplexing to get a brushed out thigh on a span of denim, in China a discerning proceed to do it is to take a silt blaster to them genuine quick. Then they are onto a subsequent pair. In Mexico they indeed take a handle brush and palm brush them out so that we get these highs and lows that demeanour a bit some-more natural. But altogether we consider it is usually that disproportion of spending a small some-more time and a palm work in stressing or soaking your denim that we usually don’t get out of mass prolongation during a Chinese facility.

In Mexico they indeed take a handle brush and palm brush them out so that we get these highs and lows that demeanour a bit some-more natural. But altogether we consider it is usually that disproportion of spending a small some-more time and a palm work in stressing or soaking your denim that we usually don’t get out of mass prolongation during a Chinese facility.

The estimate in China is what we would report as robotic. Everything is a same since that is all they know. In Mexico a estimate and washing is some-more artisan. They take some-more honour in it.

What are a styles we are saying that are doing well?

Thomas: The healthy course is that things have slimmed down. We’ve seen that transition so that is where we wanted to go. It’s a flattering purify leg though has a small some-more room in a thigh and chair than spare jeans have had in a past. It crosses a lot of consumers. We wish to strike a change between a simple fit and these border trends. It is critical for us to compensate courtesy to what a child in Newport Beach is wearing though also a male in Ohio. We wish to sojourn applicable to all of them. For us, a timing couldn’t be some-more ideal to adult a peculiarity and re-launch a denim program.

What’s been a response from retailers? Are they seeking for some-more denim styles?

Cassaro: For Fall 2015 we are bringing in a whole new tie program. A whole new demeanour right now that will be partial of a tie package. We are also going to build a never out of batch module for those pivotal fits and styles that are a year-round look.

It was all China prolongation and kind of usually a some-more conform approach. We wanted to file a merchandising and vital life formulation towards a denim association proceed that was different.

Lohr: A pivotal advantage to prolongation in Mexico is shorter lead times, that allows us a lot of coherence to change a orders as we see business fluctuate.

In regards to retailers, we will contend that there are people in a marketplace who provide denim as a year-round product. They are being rewarded by a consumers and apropos a go-to end for those year-round denim jean options. More retailers need to demeanour during that and take advantage of it. Retailers usually wish to see newness and some-more styles each season. At a same time they are also saying that it is a code name. If everybody is charity a same character and fit, what is a code that a child wants to wear? When they have a choice, what code do they wish to repute on their pocket?

 

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