Launching a New Denim Label
As the Petite Buyer at Ross, I led the successful launch of "Park & Fifth," a denim label designed to fill the market gap left by a key supplier's closure. Through strategic planning and trend analysis, I developed data-driven product designs and optimized budget allocation, resulting in $2.5 million in first-quarter revenue
Context and Objectives
The Missy Division faced a critical challenge when a major denim supplier went out of business due to health issues and COVID-19-related fluctuations. With a sparse supplier base on the west coast and no direct replacement for our high-quality, higher price point denim, our price-sensitive consumers were resistant to accepting price increases, risking brand perception and sales. My objective was to create a new denim label that maintained quality, justified the higher price point, and resonated with our discerning, quality-conscious customers.
My Role
As the Petite Buyer, I:
Performed Trend Analysis:
Identified emerging denim trends and consumer demands to inform product development.
Collaborated with Designers and Vendors:
Worked closely with design teams on styles, cuts, washes, and fabrics to create appealing, high-quality denim products.
Negotiated with Suppliers:
Secured favorable terms with a trusted vendor to ensure quality and cost-effectiveness, overcoming their reputation for low-cost products.
Developed Brand Strategy:
Co-created the brand name "Park & Fifth" and worked with the supplier’s marketing team to design stylish hang tags and marketing materials that reflected the premium nature of the new label.
Ensured Quality Assurance:
Coordinated with the internal fit team to ensure the new denim line met industry standards and consumer expectations.
Secured Stakeholder Buy-In:
Collaborated with counterparts across departments to gain support and align on strategic objectives.
Data-Driven Decision Making:
Utilized data from the previous high-end line to inform product development and mitigate risks associated with launching a new label.
Challenges and Solutions
Supplier Replacement:
Challenge: Finding a high-quality supplier capable of meeting the new label’s standards.
Solution: Partnered with a trusted vendor and negotiated terms to ensure the new denim products met our quality and price expectations.
Price Sensitivity:
Challenge: Overcoming consumer resistance to higher prices due to brand perception.
Solution: Developed "Park & Fifth" to emphasize quality and value, using targeted marketing to justify the higher price point and align with consumer expectations.
Brand Perception:
Challenge: Maintaining brand integrity while introducing a more expensive product.
Solution: Designed elegant hang tags and marketing materials to reinforce the premium nature of the new label, aligning it with consumer expectations for quality and style.
Stakeholder Buy-In:
Challenge: Ensuring all internal stakeholders supported the new label.
Solution: Engaged stakeholders early, presented data-driven insights, and facilitated collaborative planning sessions to secure support and alignment.
Results
$2.5 Million in First-Quarter Revenue: Successfully generated significant revenue from the new label within the first quarter of launch.
Reinforced Market Positioning: Strengthened Ross Stores’ position in the denim category through the introduction of a high-quality, denim label.
Established Strong Vendor Relationships: The vendor that we gave this business to, reciprocated the trust built by offering me first right of refusal on close out & fabric deals over competition.
