Joe's Jeans needs another re-brand, honestly. I think Jeans named Joe's seems a little silly. I understand the comfort and fit as a draw, but the name Joe's is hard to think appeals to women that aren't familiar with the brand. As far as Hudson's goes, that's the real money. One look at their facebook feed, and you'll see the the large number of followers. One day after another they are posting celebs wearing their jeans. Yesterday Sarah Jessica Parker, and before that Ben Affleck and so on.
I think more than the brand, they have to come out with the next "big thing". Leggings took the stock to $3 in 2010, then it dropped to .50, then 55 Colors took it to $1.55 in 2012, then Vintage Reserve continued the increase to $2.04 earlier this year. With a business this small, a good promotion goes a long way. 55 Colors only had 5 full-priced stores to support it, now with 14 full priced stores, the benefits of a good promotion will be tripled.
I think this is the most interesting part of the CC, Crossman answering Stephan Chang's question about upcoming fashion highlights. It will be interesting to see what he's referring to....
It also includes collection. It's really kind of the whole story. Just like we had created that color story, when we created the Vintage story, it's about creating stories to pull people into the stores. And you're going to see the story that we come out with are the kind of the capsules that we're going to be coming out within the next several months. That you're really get an understanding and we're going to market around them et cetera. So just be a little bit more focused on kind of that 1 or 2 reasons for the shopper to come in, and they fell on basics on top of that.