Denim brand G-Star has renewed its focus on womenswear, with two new styles for spring 13 and the launch of a dedicated women’s store format.
G-Star will open its first G-Star Women store in Amsterdam in September. Global brand director Shubhankar Ray said the store would have an enhanced level of personal customer service directed at the female customer.
It will also house more feminine fixtures, introducing soft white concrete panels with rounded edges instead of the usual slate grey concrete walls.
Ray said G-Star planned to roll out the store model through franchise partners in the UK and other territories.
G-Star has broadened its womenswear range for spring 13 with two new jeans styles to better fit female customers. Contour has been cut to suit women with an hourglass figure and Dexter is a slim-fit style. Ray said: “Fit, shape and making women look better is what women are looking for.”
Womenswear makes up 30% of sales for G-Star and Ray said the strategy was designed to keep that stable, acknowledging the women’s offer was “not as visible as we would like”.