Shop Eat Surf caught up with Lost Girls at ASR in San Diego to see how the company is approaching the challenges in the junior’s market and what it’s offering for Spring 2011.
“There’s still a lot validity with the junior’s in the market, but it has to be on trend and it’s up to us manufacturers to expand the values that we’re selling,” said General Manager Chad Crites.
For the past eight months, Lost has been evaluating market trends and responding by adding four to six quick-turn pieces a season.
The brand is sticking to its rebel roots, making sure the clothes make a statement without losing commercial appeal.
(Right: Lost’s Sara Courtney and Chad Crites.)
For spring, Lost is incorporating lots of prints and art – watercolors, stripes, florals and photo reel – into its swimwear and sportswear.
You’ll also see zipper and stud details as well as bird prints, for which Lost is known, said Vice President of Design Sara Courtney. The company expects its dresses with cutout backs to become bestsellers.
To make their clothes more accessible, Lost is developing sales program, which are more retailer friendly, Crites said.
That means aggressive price points, high margin items built into the line, a discount structure and a dating structure, which allows for more time to sell the product.
Although these measures are not new, Lost plans on pursuing them more aggressively for 2011, Crites said. The company is also offering retailers access to a merchandising team.
Crites said business has become more sophisticated and data driven. Individual categories are analyzed and adjusted based on the findings.
As a result of market conditions, Lost has scaled back in some categories, such as accessories, although the brand will explore it again in summer 2011.
On page 2: orders going forward, internal changes
Crites said Lost’s product line was reduced by 15% – 20% in the last 18-24 months.
That said, Lost is receiving more orders than last year.
The company hasn’t yet returned to the pre-recession levels, but business is up by 20 percent comparing to last year, Crites said.
Back-to-school sales are going well so far with good response to board shorts, denim, and dresses.
The company is also going through internal changes with a whole new design staff, who will work on Summer 2011 collections.
“The brand overall has a lot of energy and excitement in the marketplace,” Crites said.
“It’s an exciting time for us as a business.”
