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Fashion Brands From California


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This analysis concerns 29 brands launched in California (head office based over there), high end ($200 with $400 on average). The targeted clientele is young (20-30 years) fashionable and relaxed, who likes comfortable and easy to wear clothes called “basics”. Most of these brands (14 in all) make jeans and demin, and some of them are specialists. Their distribution is mainly done through multimark stores, and only 6 out of 29 of them have their own retail stores: BCBG Max Azria: 22 shops, Max Studio: 17 shops, Seven: 3 shops, Adriano Goldschmied: 4 shops, Christian Audigier: 3 shops and Jenni Kayne: 1 shop.

The web site of each brand presents very beautiful photos of their products and of their identity; however, the online purchase process becomes more difficult especially in the choice of articles. The advices on trends and on the way of wearing the products are rare and only fashion experts can imagine the final outfit of their dreams. This stays a weak point in the websites of these brands.

Here are some Pics from their Boutiques:

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