Kroger shakes up own-brand fashion with one fell swoop
Kroger announced on Monday that it has teamed up with Joe Mimran, the designer behind the Club Monaco, Joe Fresh and Pink Tartan labels, to develop a new exclusive apparel brand for the retailer.
The new line, known as Dip, will include men’s, women’s, juniors, kids, and baby collections. The clothing is being introduced this fall at 300 of Kroger’s Marketplace and Fred Meyer supercenter format stores.
“We’ve worked closely with Joe and his team to develop a line of clothing that works for today’s times — easy to buy, easy to wear, and easy to love. Effortless style, every day of the week,” said Robert Clark, Kroger’s senior vice president of merchandising. “Dip will transform our apparel business, further redefining the customer experience through Restock Kroger.”
Kroger’s introduction of Dip marks a new approach to its own-brand fashions. The retailer is phasing out more than a dozen of its apparel private labels and replacing them with the new line.
“The goal is to connect with our customers in innovative ways through ‘Our Brands,’” said Robert Clark, Kroger’s senior vice president of merchandising. “Dip enables Kroger to provide a meaningfully better clothing experience and, ultimately, expand on the products and experiences that you can only get at our stores. Imagine grabbing a few groceries and then being able to dip over to the next aisle and finding your new favorite top or pants.”
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DISCUSSION QUESTIONS: Will Kroger succeed with the rehash of its entire private label apparel strategy under designer Joe Mimran? What’s your overall opinion of mixing apparel sales within a supermarket store environment?