This new clothing launch was recently featured in an article in Women’s Wear Daily. “We are very excited at Vanity about the evolution of our denim proposition for our customer, and she has been responding very enthusiastically. We are definitely a denim destination for the customer looking for the unique Vanity jean combination of relevant and interesting design, exclusivity, value and great fit,” said Feurer. “The launch of our exclusive new Hint brand is an important component of this growth we are seeing.”
Hint will initially be featured in 30 of Fargo, N.D.-based Vanity’s 165 doors. The company expects Hint to help distinguish the retailer by elevating the denim selection.
Hint is designed to touch on the trends, but not scare away shoppers who might be intimidated by overly trendy merchandise. Jill Shea, chief merchandising officer at Vanity, said, “We thought it was very interesting because of how you can play with the word ‘hint.’ It’s a hint of whatever the most relevant trends are for the season. It can be a hint of shine or a hint of plaid or a hint of boho. You can really have a lot of fun with it in the stores and with the product.”
The base of the Hint brand is denim, which is a category the company describes as one of their strongest.
Furthermore, Vanity believes Hint will bolster its reputation as a place to find affordable fashion. “There is a niche in the marketplace that we feel we are really filling,” said Shea.
About Vanity Shops
Vanity Shops, also known as Vanity, was founded in 1957 and operates 165 stores and serves their customers on the web at evanity.com. The company offers fashion for women with high quality at affordable prices.
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