Bisou Bisou Launches True Meaning
Los Angeles-based contemporary women’s sportswear maker Bisou Bisou is getting ready to launch a new young contemporary collection called True Meaning.
It’s part of the company’s plan to get in tune with Generation Y customers, said Marc Bohbot, owner and chief executive officer.
“It’s a young, fresh, contemporary collection that is making a new statement to consumers who have much of the same tastes,” he said.
True Meaning has the same fashion focus as Bisou Bisou but with a younger customer in mind. The 40-piece collection features linen, twill and denim bottoms in urban/utility styles, cropped pants, skirts and dresses, as well as kimono tops, voile blouses and tunics. It also offers novelty prints and various treatments, including sandblasting and stone-washes. Wholesale price points range from $39 for a pair of twill pants to $99 for a linen dress.
True Meaning goes for a contrasting look using abstract floral, bohemian and romantic prints, according to Lucy Avalos, the line’s designer.
Avalos said the new collection, which was well received by buyers when it debuted in Los Angeles earlier this month at the Junior & Contemporary Market, will have a soft launch at Bloomingdale’s this month, with a full rollout planned for Spring 2003 at department stores including Macy’s and Burdines. Deliveries are planned for 12/30, 1/30/03 and 2/28/03.
The company is also preparing to launch a $1 million ad campaign that includes glossy fashion publications, such as Elle and Marie Claire, as well as outdoor advertising on billboards.
Currently, projected sales for the collection are $12 million, said Bohbot. —Claudia Figueroa
