Samsoe & Samsoe aims to develop potential of its jeans

By

Bruno Joly

Published
Jul 14, 2014

Samsoe & Samsoe wants to strengthen its position in the denim market. The Danish ready-to-wear brand, will use the slogan “Introducing Jeans” to present a genuine jeans campaign beginning with from spring/summer 2015. Until now, it has included only a few pieces as part of its men’s and women’s collections.

"We conducted an analysis of our potential as regards denim. But, to be successful, you need a real focus. That’s why we are going to develop a denim campaign to complement our Scandinavian urban lifestyle brand universe,” said Vitus Overaad, the company’s export manager, who said that the need also stems from its network of 40 branches. The brand, which has presented its jeans at Who's Next in Paris and at Premium in Berlin, has called upon Christine Detlefsen, who previously worked on Levi's “Made & Crafted”, to take charge of design.

With summer 2015, Samsoe & Samsoe will present a range that includes 3 pieces for men and 5 for women, with selling prices between 89 and 149 euros. For Goulven Caradec, who is in charge of France, the campaign fits perfectly into a environment that includes APC, April 77 and others. The share of denim sales for the brand could, according to sources, rise quickly from 10 to 20, or even 30%.