The step to present a full collection online in America and Japan
Over the past 10 years, Citizens of Humanity, a Los Angeles premium denim brand will launch e-commerce in both the USA and Japan, shipping respectively
The website will include the women’s and men’s Holiday 2013 collection complimented by a selection of exclusive products such as limited edition merchandise from the brand’s “Just Like You” philanthropic film collaborations. In late November the company will introduce “Things We Love”, a range of goods from partners, including custom surfboards from pro-surfer Kassia Meador.
Over a decade, Citizens of Humanity has defined its point of view with strong product and has timed its e-commerce launch so that it is thoughtful, lasting and in keeping with the overall brand positioning. Much of the product will be available on the website is currently only offered in segments at select retailers which can inhibit customers from seeing the collection as it was designed. Thus it was the natural progression to fully showcase the complete line and vision on a branded e-commerce website.
The website will work in conjunction with programmes such as LinkShare and rewardStyle to deelop affiliate programmes with bloggers and select account partners. For the e-commerce launch, customers who purchase over USD 250 or more of any Citizens of Humanity merchandise will receive a limited-edition Deer Dana custom designed t-shirt of the brands Founder and CEO, Jerome Dahan, while supplies last. Additionally, the website will offer a custom hemming service to specially fit each individual’s needs.
In Japan there has been a great response to the brand product, building a robust business. The Japanese customer is considered as sophisticated, thus the company’s team has been leading efforts to build a complete Citizens of Humanity experience with strong wholesale partnerships, an e-commerce site launching simultaneously with the US, and in November the brands first freestanding store in Tokyo.
Citizens of Humanity was established as brand in 2003 and has captivated the fashion world with a rigorous commitment to cutting edge denim styling, comfort and fit without compromise. With over 25 yeras of experience in the denim industry, founder Jerome Dahan, is a true visionary and the first to bring the concept of luxury designer denim to the global marketplace. Citizens of Humanity designs, markets and produces more than one million pairs of jeans annually in an internal laundry facility to ensure the product is unparalleled. Citizens of Humanity is distributed in over 1300 retailers and in more than 35 countries, including high-end specialty boutiques such as Curve, Fred Segal, Scoop, Madison and Anthropologie; online at Shopbop.com and MyTheresa.com, as well as in luxury department stores such as Barneys New York, Bergdorf Goodman, Neiman Marcus and Bloomingdale’s.