Germany’s Joop! restructures brand, launches new product categories
German premium label Joop!, member of the Holy Fashion Group, is in restructuring mode. The product categories Collection and Casual will be merged from AW 2016/17, while the denim collection Joop! Jeans will be re-launched.
“As part of our brand-building strategy, we have developed a new corporate identity and aligned our collections accordingly,” said Managing Director Thorsten Stiebing.
Additionally, a bodywear range will be launched in the coming autumn/winter season. Further growth categories, such as children’s fashion and swimwear, are currently being examined.
The brand has also revisited its company’s colors, and will begin trading with a white logo against a dark blue background in the near future. The new look will be presented at Berlin’s Premium trade show, taking place from January 19 to 21.
The label has also moved back to its old Joop! headquarters in Hamburg at the start of 2016. “This property is Joop! because it is our origin – here was once the studio of Wolfgang Joop,” said Marcel Brown, CEO of the company.
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