American retailer Kroger has announced to retail its new fashion brand, Dip, across the country this week in 300 Fred Meyer and Marketplace format stores. The company recently partnered with leading Canadian fashion designer Joe Mimran for its clothing brand.
The upcoming collection will offer men, women and kidswear besides apparel for infants. 80 per cent of the range will be priced under US $ 19 mark. With Dip, the retailer is looking to re-invent itself in the apparel segment.
Reportedly, over a dozen of Kroger’s existing apparel labels will shutter down and they will be replaced by the Joe Mimran’s latest range.
Christina Groth, VP, General Merchandise, Kroger said that Dip offers a new experience for our customers as the assortment of the brand focusses on a well designed and curated range which is simple, stylish and pocket-friendly. “During the product manufacturing stage, we wanted to make sure that we create a brand that’s unparalleled and goes with our shoppers, and we believe we’ve done just that,” Christina added.
It is pertinent to mention here that, Joe Mimran who is the designer behind Kroger’s next apparel brand previously created Joe Fresh, which is a fast-fashion family brand and was the co-founder of the high-end apparel brand Club Monaco.
Speaking about the collection, Joe cited that nothing has been overlooked at the manufacturing of the Dip collection. “Dip reflects customers’ true needs and is made with a foundation of key modern pieces. It’s fresh. It feels fantastic in your hand. It’s a fun attitude. It’s all those things. These are clothes for really living life in and looking good while doing it,” Joe Mimran concluded.
