For spring 2011, Jil Sander will launch Jil Sander Navy, a line designed by Raf Simons but priced 40 percent lower than the main Jil Sander collection. Currently a cashmere Jil Sander coat is $3,995, while a cotton jersey dress is $695 on Net-a-Porter. A Jil Sander shirt could go for around $300, so prices for the Navy line ought to start in the hundred-something range.
Jil Sander Navy will be targeted toward a younger, more casual customer. Chief executive Alessandro Cremomesi, who was promoted from CFO in July, hopes it will broaden the label’s client base. Navy will complement the runway collection and include T-shirts, shirts, dresses, trousers, skirts, jackets, and jeans, along with a few accessories and shoes. Expect lightweight jersey and knits with abstract prints. The line will hit Jil Sander stores and other spots that currently stock Jil Sander in January. Despite some signs of economic recovery, it’s good to know that brands like Jil Sander, which fared okay in the downturn, are still branching into more affordable clothing.
Jil Sander to launch lower priced collection [Draper’s]
