ms nautica
Parent VF Corp., the nation’s largest apparel maker, with annual sales of $7 billion, is trying to transform Nautica from a moderately priced men’s brand sold primarily at Macy’s. [...] Instead of the plain cotton polo shirts, yellow nylon windbreakers and other safe sportswear for which the brand is known, the male models will wear luxurious items such as enzyme-washed cotton jerseys, navy hoodie-windbreakers made of light polyester with a silver coating and white, sanded-cotton canvas pants. [...] The push is part of VF’s broader strategy to focus on brands with growth potential, amid shrinking demand for middle-market labels, department-store consolidation and a move by these stores to promote their own private-label merchandise — much of which looks similar to the middle-market labels’ clothing. [...] As well as adding more luxurious fabrics and pricing the “halo” collection by an average of 15% to 20% higher, Ms. Lamberth is bringing back some of the brand’s signature touches such as speckled draw cords, reinforced navy Nautica labels on the back of outerwear and sail-inspired zig-zag stitching. [...] A former creative director at Tommy Hilfiger, she was hired this year to fill a position that had been vacant since 2004, when Nautica founder David Chu left over differences with VF, of Greensboro, N.C., about what direction the brand should take. [1]
“The brand got a little too interested in trend and fashion,” and it missed the boat when it came to the trend toward more upscale touches and fabrics, says Ms. Lamberth, an apparel-industry veteran who has helped a variety of brands, including Tommy Hilfiger and OshKosh, return to their roots. [2]
Current fans of the label may balk at the higher prices, and Nautica may have a tough time persuading new customers to pay as much as $700 for a navy cashmere pea coat from a brand they associate with the middle market. [1]
To supplement that more-affordable line, Nautica is adding a more upscale “halo” collection that might one day be carried by a boutique or higher-end department store such as Nordstrom or Saks Fifth Avenue. [...] Ask a question about anything you choose, and let readers from the Journal Community answer it. [2]
The newer stores, which carry both men’s clothes and a year-old women’s line, have maple and cherry floors, curved surfaces, porthole windows and nautical motifs. [...] Consumers’ response “will depend on how well they can execute some really fine, quality fashion and style product,” says Madison Riley, a principal at retail consultant Kurt Salmon Associates, adding that Nautica may have a challenge in persuading consumers that it is doing something different and getting consumers to try the new collection. [...] We can part ways,’” says Mr. Chu, who now designs high-end tailored clothing for men and is creative director for luggage maker Tumi. [...] VF’s Ms. Seegal says Nautica will offer sailing lessons to its creative crew this year. [1]
Check the boxes below to sign up. [2]
In August, VF acquired premium jeans brand Seven for all Mankind for $775 million to help start a contemporary clothing group. [1]
Sources:
[1] Nautica’s Upscale Relaunching - WSJ.com (online.wsj.com/public/
[2] Nautica’s Upscale Relaunching - WSJ.com (online.wsj.com/article/