Nudie JeansNudie Jeans

Nudie JeansNudie Jeans

Matthew WuMatthew Wu

Corey PierceCorey Pierce

Kara BochslerKara Bochsler

History of Nudie JeansHistory of Nudie Jeans

Swedish clothing brand and a subsidiary of Svenska Swedish clothing brand and a subsidiary of Svenska Jeans AB, founded in 1999 by Maria ErixssonJeans AB, founded in 1999 by Maria Erixsson

70% of their revenue was generated outside of 70% of their revenue was generated outside of Sweden Sweden

Nudie specialize in raw & pre-washed denim jeans Nudie specialize in raw & pre-washed denim jeans By 2004, their revenue increased by 70%By 2004, their revenue increased by 70% Primarily dry-denim companyPrimarily dry-denim company

What is Dry Denim??What is Dry Denim??

Unwashed and untreatedUnwashed and untreated Stiff, rugged, shrink-to-fit denimStiff, rugged, shrink-to-fit denim Recommended to wear every day for AT Recommended to wear every day for AT

LEAST 6 months without washing themLEAST 6 months without washing them They will form to the person’s bodyThey will form to the person’s body Fading develops uniquely to each pair of jeansFading develops uniquely to each pair of jeans They transform over the years They transform over the years ““The more you wear your jeans the more The more you wear your jeans the more

beautiful they get. Jeans are more than just a beautiful they get. Jeans are more than just a piece of clothing.”piece of clothing.”

Naked Truth About Naked Truth About DenimDenim

* This tag comes on every pair of jeans

Target MarketTarget Market

Males 15-35Males 15-35 Hip, trendy, and Hip, trendy, and

fashion-forwardfashion-forward Rockstar, carefree Rockstar, carefree

imageimage Music is importantMusic is important Live in big citiesLive in big cities Willing to spend a Willing to spend a

lot of money for lot of money for quality jeansquality jeans

StrengthsStrengths Quality jeans built to lastQuality jeans built to last Dry denim gaining popularityDry denim gaining popularity Very interactive website, able to Very interactive website, able to

change music preferences. change music preferences. FitguideFitguide Passionate followers Passionate followers 11 fits of denim, comfortable (211 fits of denim, comfortable (2ndnd skin) skin) Swedish designers are very hot right Swedish designers are very hot right

nownow

WeaknessesWeaknesses

Expensive ($140-$350)Expensive ($140-$350) Dry denim difficult to Dry denim difficult to

commit to (esp. to girls)commit to (esp. to girls) Limited availability (big Limited availability (big

cities or online)cities or online) Limited brand Limited brand

knowledgeknowledge Primarily targeted to Primarily targeted to

malesmales

OpportunitiesOpportunities

Expand women’s lineExpand women’s line Expand apparel (shirts, accessories)Expand apparel (shirts, accessories) Get their name out there moreGet their name out there more AdvertisingAdvertising

ThreatsThreats Many companies Many companies

introducing dry introducing dry denim linesdenim lines

Diesel, Lucky Brand, Diesel, Lucky Brand, Seven for all Seven for all Mankind, Citizens of Mankind, Citizens of Humanity, etc. (US)Humanity, etc. (US)

Acne Jeans, WESC Acne Jeans, WESC and J. Lindeberg and J. Lindeberg (Sweden)(Sweden)

Could be a fadCould be a fad

ReferencesReferences

www.nudiejeans.comwww.nudiejeans.com www.mycatwalk.comwww.mycatwalk.com www.mynudies.comwww.mynudies.com www.wikipedia.comwww.wikipedia.com