YMI Launches Sportswear
Los Angeles–based juniors denim label YMI Jeanswear will debut a Spring 2006 sportswear collection during the August MAGIC International trade show in Las Vegas.Dina De Fazio, director of marketing for YMI, said that launching the sportswear collection was a natural progression for the 3-year-old denim label. “It makes more of a statement at retail with our brand name,” she said.
In the competitive denim market for juniors customers, the advertising campaigns—including billboards in Los Angeles and New York plus advertisements in major teen magazines—have successfully grabbed fickle teenagers’ attention. The next crop of YMI ads will feature pieces from the sportswear collection.
The collection includes skirts, tanks and tops with a focus on embellishments such as crochet, lace, rhinestones, embroidery and appliqueacute;s. Looks range from feminine to flirty to sexy to appeal to customers of all personalities. YMI jeans are currently sold at Nordstrom, Dillard’s and specialty stores.
YMI did not disclose wholesale prices but said the suggested retail prices range from $24 to $36. For more information, contact sales at (323) 581-7700. —Rhea Cortado
