BB Dakota Debuts New Juniors Line
Irvine, Calif.–based designer Gloria Brandes has made a name for herself creating runway-inspired fashion targeting the young contemporary market under the BB Dakota brand. Back-to-School 2008 will see the debut of Jack, a juniors label targeting 15- to 19-year-old fashionistas.
“Jack was created out of necessity. We had to address the growing divergence in our customer: younger women aspiring to the more sophisticated fashion trends of the contemporary customer but needing the more accessible price point and fit tailored to the junior customer,” Brandes said in a statement. The younger, more casual Jack will fill a niche that BB Dakota created as it skewed its aesthetic and price points more into the contemporary market in recent seasons.
Like BB Dakota, which sells in more than 1,500 boutiques and department stores nationwide, Jack will ship goods monthly. The collection—which features dresses, jackets, hoodies and knits—will target department stores, specialty chains and independent boutiques. Wholesale prices for the line will range from $28 to $150. —E.B.
