From 'Daisy Dukes' to Distressed Denim
Topic Marketing Channels, Distribution, and Supply Chain Management
Key Words Distribution channel, channel management, merchandising strategy, category managers, pull strategy
InfoTrac Reference A135181143
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News Story 

Jessica Simpson's much-ballyhooed film debut "The Dukes of Hazzard" may not win any Oscars, but the pop diva's big-screen appearance in her "Daisy Duke" cutoffs made for an interesting contribution to the current denim glut. While the recent buzz in denim apparel has focused on obscenely high-priced brands like Evisu and Blue Cult that range anywhere from $150 to $750, Simpson's celebrity power reinvigorated the short-shorts style and made it fashionable once again to wear moderately-priced jeans that barely cover the derriere.

But now that summer is over, fashion experts say that Jessica Simpson's tribute to Daisy Duke is giving way to fall's hot denim fashions. For sure, celebrity designers are still in vogue, and consumers can expect new jean brands to carry the namesake of famous celebrities like Beyonce, J. Lo, and even Jessica Simpson. But retailers stocking up on a variety of washes, fits, and styles are finding extra shelf space for a popular denim style known as the "distressed" look.

Whether it's in the form of 575 Denim jeans for $198 or Old Navy jeans for $29, the idea behind distressed denim is the same--make it look worn. Marketers at Lee Jeans claim that customers want jeans to look as if they have been around for years. The popular "destruction washes" coming from leading manufacturers include some extra-worn touches: nicking on pocket tops, hand sanding on rises, crinkling on the back of the knee and on pockets, and dyes that create the illusion of dirt.

What this means to the style-conscious consumer is that there is no longer any need to take fashion into one's own hands. No more soaking jeans overnight in black coffee or dragging pants through the streets to get the right look. Top fashion designers are tuned in to emerging trends, and a simple visit to the local department store can eliminate hours of personal hassle spent trying to stay hip.

Questions
1.

How do members of the distribution channel help to ensure that hot clothing fashions and brands get top priority and placement in department stores and other retail outlets?

Source "Fall jeans range from vintage to 'garage dirty'," DSN Retailing Today, August 8, 2005 v44 i15 p14(1).
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