!IT Jeans: Have Makeover Tour, Will Travel
All fashion companies want to spread the word on their products, but Los Angeles–based !iT Jeans is taking its message on the road.
The denim label unveiled its Makeover Tour in October and made a stop Jan. 11 at the Brighte Companies trade show in Los Angeles. Kimmy Song, founder and chief executive, remodeled a 33-foot Fleetwood RV as the Makeover Tour’s bus. A wall displaying all styles of !iT jeans was placed where the RV’s bedroom was once located.Buyers and boutique owners were invited to take a tour of the bus and try on the label’s jeans.
The denim company will drive the RV to its U.S. retail partners’ boutiques, building an !iT Jeans mini-shop at each location. Sales and marketing executives will also provide information and training on how to sell the jeans. The brand started in 2003. It is sold at retailers such as Nordstrom and The Buckle. Song did not forecast how the tour will improve sales. “We want customers to enjoy the product. The numbers will follow,” she said. For more information on the tour, visit www.itjeans.com. —Andrew Asch
