Nudie Jeans Nudie Jeans Matthew Wu Corey Pierce Kara Bochsler

History of Nudie Jeans Swedish clothing brand and a subsidiary of Svenska Jeans AB, founded in 1999 by Maria Erixsson Swedish clothing brand and a subsidiary of Svenska Jeans AB, founded in 1999 by Maria Erixsson 70% of their revenue was generated outside of Sweden 70% of their revenue was generated outside of Sweden Nudie specialize in raw & pre-washed denim jeans Nudie specialize in raw & pre-washed denim jeans By 2004, their revenue increased by 70% By 2004, their revenue increased by 70% Primarily dry-denim company Primarily dry-denim company

What is Dry Denim?? Unwashed and untreated Unwashed and untreated Stiff, rugged, shrink-to-fit denim Stiff, rugged, shrink-to-fit denim Recommended to wear every day for AT LEAST 6 months without washing them Recommended to wear every day for AT LEAST 6 months without washing them They will form to the person’s body They will form to the person’s body Fading develops uniquely to each pair of jeans Fading develops uniquely to each pair of jeans They transform over the years They transform over the years “The more you wear your jeans the more beautiful they get. Jeans are more than just a piece of clothing.” “The more you wear your jeans the more beautiful they get. Jeans are more than just a piece of clothing.”

Naked Truth About Denim * This tag comes on every pair of jeans

Target Market Males Males Hip, trendy, and fashion- forward Hip, trendy, and fashion- forward Rockstar, carefree image Rockstar, carefree image Music is important Music is important Live in big cities Live in big cities Willing to spend a lot of money for quality jeans Willing to spend a lot of money for quality jeans

Strengths Quality jeans built to last Quality jeans built to last Dry denim gaining popularity Dry denim gaining popularity Very interactive website, able to change music preferences. Fitguide Very interactive website, able to change music preferences. FitguideFitguide Passionate followers Passionate followers 11 fits of denim, comfortable (2 nd skin) 11 fits of denim, comfortable (2 nd skin) Swedish designers are very hot right now Swedish designers are very hot right now

Weaknesses Expensive ($140-$350) Expensive ($140-$350) Dry denim difficult to commit to (esp. to girls) Dry denim difficult to commit to (esp. to girls) Limited availability (big cities or online) Limited availability (big cities or online) Limited brand knowledge Limited brand knowledge Primarily targeted to males Primarily targeted to males

Opportunities Expand women’s line Expand women’s line Expand apparel (shirts, accessories) Expand apparel (shirts, accessories) Get their name out there more Get their name out there more Advertising Advertising

Threats Many companies introducing dry denim lines Many companies introducing dry denim lines Diesel, Lucky Brand, Seven for all Mankind, Citizens of Humanity, etc. (US) Diesel, Lucky Brand, Seven for all Mankind, Citizens of Humanity, etc. (US) Acne Jeans, WESC and J. Lindeberg (Sweden) Acne Jeans, WESC and J. Lindeberg (Sweden) Could be a fad Could be a fad

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