Posted on 2/11/2020 9:43:39 PM
A year ago, we set out to create a new kind of company. And today, we have taken a big—and stylish—leap forward for our customers, our business and the fashion industry. Designer Brands is excited to announce a partnership with legendary artist, style icon and entrepreneur, Jennifer Lopez, to develop and produce the JLO JENNIFER LOPEZ collection, a line of footwear and handbags. The collection will be sold exclusively at Designer Shoe Warehouse (DSW) stores in the United States and Canada, and online at DSW.com and DSW.ca. The footwear line is poised to debut in Spring 2020 with handbags to follow.
More than just a traditional celebrity licensing deal, Designer Brands is partnering with Lopez to create a business that will design, source and sell footwear and accessories. The partners will oversee the business jointly, with day-to-day activities led by various operating units within Designer Brands. Creative authority rests on Jennifer Lopez and her team, with technical expertise and guidance from Camuto Group.
We know that customers want their retailers to offer products and experiences that let them be both fashion-forward and true to their authentic selves. They want high fashion that’s also inclusive and accessible. This collaboration positions us to engage both current and new customers with a unique mix of style, quality and accessibility.
The collection will be led and shaped by Lopez’s creative vision, with the ultimate purpose of inspiring women to create and choose a life of confidence, empowerment and positivity. The footwear styles reflect Lopez’s multi-faceted, iconic style through a variety of silhouettes that will include sexy heels, sky-high sandals, of-the-moment boots and sneakers.
In addition to her unparalleled creative talent, style and business savvy, Lopez brings a robust fan base and social media presence of nearly 200 million followers to the partnership. Given her broad global appeal, and ability to reach across age groups and backgrounds, the relationship is expected to grow DSW’s already exceptional 27-million-member VIP loyalty program.
Having Camuto Group under the Designer Brands banner provides the company its own design, sourcing and production infrastructure, making it possible to create partnerships like this one with Lopez, and establish exclusive brands available only through DSW’s more than 500 locations and via its best-in-class e-commerce platform.
“We are excited to bring customers the JLO JENNIFER LOPEZ collection, a new brand available exclusively at DSW,” said Designer Brands Chief Executive Officer Roger Rawlins. “Our collaboration with Jennifer Lopez supports Designer Brands’ strategy of growing market share through differentiated products and differentiated experiences. The partnership will engage new customers across emerging platforms; and builds on our successful 2018 acquisition of Camuto Group, letting us leverage in-house brand development, and fully utilize our internal design and sourcing capabilities.”
Lopez’s emotional connection with her fans and passion for self-expression, fused with DSW’s powerful omnichannel expertise and Camuto’s world-class design capabilities, will be a blockbuster.
For more information, click here to read the press release.