Known for its top-selling women’s line and technical innovations that fit, flatter, and perform, Los Angeles-based denim brand Liverpool Jeans finally debuted its men’s line to buyers in January 2017 for the spring selling season. With only just one year behind them in stores, Liverpool’s men’s line is making strides at retail stores that have often reported stagnant denim sales.
Liverpool Jeans came to market with the same philosophy that the brand currently maintains in women’s; to offer on-trend, great fitting premium quality products at non-premium prices. Demand for this category has emerged as a large white space in the market, and Liverpool is uniquely positioned to capitalize on this opportunity.
“Some retailers were skeptical at first to pick us up because of our price point,” says Mark D’Angelo, vice president of sales for men’s at Liverpool. (Editor’s note: The majority of Liverpool’s denim sits around $98 retail.) “With the softening of premium denim sales, some retailers said they could use our line in their mix. They report having new customers coming in that like our price and what we have to offer, and don’t want to spend $300 on one pair of jeans. Now, their customers are walking out of the store with two to three pairs of jeans and tops to go with them – increasing their overall items per purchase.”
Retailers that are doing well with the brand’s men’s line range from subscription services like Bombfell, Trunk Club, and StitchFix, to department stores like Nordstrom, Bloomingdale’s and Von Maur (which started with 7 doors and will be in 15 doors come this spring), to specialty stores like Levy’s in Nashville.
So, what’s the brand’s secret? The fit. Crafted with the ultimate attention to detail and quality, the men’s collection utilizes Liverpool’s advanced comfort stretch denim to ensure every pair feels like a custom fit. Men can choose from three fits, slim, skinny, and relaxed straight, in inseams 30”, 32” and 34” with waist sizes 28” to 42” allowing men to find the perfect proportion and balance.
“Our customers are loving the fact that they can find a premium quality jean that they can wear out of the store and not have to get them tailored like other denim out there that only comes in one inseam,” says Ron
Another key factor in this brand’s success is its fabric. D’Angelo notes that Liverpool’s founding denim fabric, the MN (which is 99% cotton/1% spandex), accounts for three of its top selling washes: San Ardo Vintage Dark, Marina Dark, and Alexandria Mid. This is the brand’s most cotton rich fabric and closest to a classic denim.
Liverpool’s high stretch performance denim fabrics (KA and RG) and its Cool Max denim fabrics (KM and MX) have accounted for the majority of new denim sales. Top washes have been Highlander Mid, Mayson and Navajo Dark. The comfort and flexibility of these fabrics are very popular with the consumer, adds D’Angelo.
But what’s driving the business right now, according to both Perilman and D’Angelo, is the brand’s cotton/spandex pigment dyed colored twill jeans. “We have the most extensive offering in this fabric with 17 colors,” says D’Angelo. “This category will continue to account for strong sales growth.”
And, new for fall is the introduction of trousers (in stretch sateen twill and knits) as well as the addition of a new jogger silhouette.
Be sure to check out the new collection at the upcoming Project show (booth 29232) in Las Vegas next week.