Targeting A Multi-Billion Dollar Fashion Appetite.
In 2004, a small blue jean company called True Religion noticed a rise in their $1 share price as their blue jeans began appearing on celebrities like Jessica Simpson, Angelina Jolie and the cast of Desperate Housewives. By late 2005 True Religion's stock had soared beyond $20, with sales increasing five-fold and the company generating sales of $22 million in a single quarter. Today, True Religion is a $500 million company with annual sales exceeding $139 million.
While True Religion’s impressive growth is a promising indicator of Dussault’s potential success, these sales represent but a fragment of a $220 billion apparel market growing by 7.3% a year.
A Billion Dollar Premium Denim Market.
The world denim market grew to $50 billion in 2006. It is expected to grow to $52.5 billion by 2012. The premium denim market amounts for $1.1 billion of the overall world denim sales. In the US denim sales were $15.8 billion of that luxury denim exceeded over $679 million in 2006; this category continues to endure as one of the most appealing segments of the apparel market.
Simply put, luxury denim is built to last, providing some significant advantages in the marketplace.
The Undeniable Appeal Of Luxury Apparel.
While luxury apparel holds an undeniable luster for discerning shoppers, this segment also offers five distinct advantages for manufacturers. Combining an extremely high profit margin with low marketing costs, luxury apparel also benefits from less market competition, continued long-term product demand, and relatively low vulnerability to recession.
For luxury apparel makers, that translates into high margins and sustained growth for the bottom line.
Hoodies Are Hotter Than Ever.
If one look at the celebs on MTV doesn’t confirm the emergence of premium hoodies as a major force in popular culture, then consider the industry figures.
Today, the wearables market is the leading category for promotional products distributors, representing nearly 30% of the $18 billion in total distributor sales reported in 2005 (New York Times, 24/04/2006). And premium hoodies, customized caps and other fashion accessories are driving that continued growth.
As one of the pillars in the company’s product line, Dussault Custom Hoodies are ideally positioned to generate continued heat for the company over the coming years.
Capitalizing On Travel Goods And Leather Accessories.
More then ever, branded accessories represent a large and growing segment of the apparel market. In 2006, travel goods and leather retail sales in the United States totaled $17 billion, up 11.3% from the preceding year. In the UK sales totally $1.5 billion, it is estimated the world market for travel goods and leather accessories will exceed $50 billion, in 2007.
to view luggage sales in the US in 2006 please click here
Celebrity Marketing To Generation Y.
Larger, and more impenetrable than the “Baby Boomers”, the 16-36 year-old Generation Y represents the heart and soul of Dussault’s customer base. Smart, savvy, jaded and individualistic, they seek products that transcend and defy the consumer culture. What’s more, they’re willing to pay serious coin to get it.
And Dussault Custom Apparel is emerging as their voice.
Building Our Celebrity Network.
From the Black Eyed Peas, Nelly Furtado and Jessica Alba to Nicole Ritchie, Quentin Tarrentino and countless other celebrities, we’re developing a passionate and rapidly expanding network of trend-setting fashion leaders.
Building on this impressive marketing showcase, the company is expanding its relationship with Gene Simmons, as we continue to create new opportunities to leverage our brand and build visibility.
This will include a range of media opportunities, including continued appearances on his network television program “Gene Simmons Family Jewels” and other co-ventures to build brand awareness.
Looking Beyond Traditional Marketing.
When it comes to sophisticated Gen Y’ers, old-fashioned advertising and endorsements are death. Instead, Dussault combines its aggressive celebrity-based, non-paid marketing with leading-edge merchandising events and partnerships, as well as advertising in skateboarding, hip-hop, young adult culture and Gen Y lifestyle magazines.
And then, there’s the ultimate marketing vehicle — the internet.
The Dussault Viral Marketing Program.
From outrageous short films to animations and music videos, Dussault is constantly developing and airing fresh branded videos on YouTube.com, Myspace.com, PerezHilton.com, Facebook.com and Squidoo.com.
This cost-effective marketing approach represents a powerful marketing strategy that allows Dussault to deliver its fresh, unique and irreverent message to a sophisticated audience on an ongoing basis.
Building a Brand With A Social Conscience.
Like our target market, Dussault believes that for a brand to truly live in the consciousness of Generation Y, it must possess a true social conscience.
As a company committed to bringing true integrity and excellence to every facet of the fashion world, we’re constantly seeking out strategies for incorporating a charitable or fundraising component into our merchandising programs. More than simply a marketing strategy, it represents yet one more opportunity to enrich our customers by allowing them to give back to the world at large.
Similarly, the company is also very committed to reducing its own footprint on the planet. This includes using shopping bags are made from 100% non-toxic recyclable materials, and contributing a portion of profits from every pair of jeans we sell to a carbon credit program. We’ve always believed in being leaders, and that holds true at every level of our company.
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