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KUNNA Jeans to introduce Spring 2006 line at Trade Show

Aug '05
KUNNA Jeans, which is affordable luxury denim brand by Japanese design icon KUNNA, already one of Fred Segal's top denim brands, joins the client roster of Eight-Eighteen, which provides companies a way to outsource their marketing, brand & PR management/development, trend articulation, guardianship, and communications while still receiving executive-level experience and execution.

Hiro Morise, has hired the branding agency Eight-Eighteen to develop and execute its marketing strategy in the U.S.

"My customers are addicted to KUNNA's uniqueness and exclusivity. Hiro Morise is a true artist and celebrity in Japan his passion for what he does goes well beyond commerce. The U.S. is fertile ground for someone like him," says Karen Meena, GM Fred Segal store, Los Angeles. KUNNA Jeans to Launch Spring 2006 Line at Project Trade Show in Las Vegas; Signs Eight-Eighteen as Marketing Agency of Record.

Jed Wexler, CEO of Eight-Eighteen, feels that key trends like 1) "affordable luxury" 2) the rise in men's apparel spending habits (higher than women in 2004) and 3) the pursuit of an older customer (20s-mid-30s) by all major retail players, indicates the market is ripe for a brand like KUNNA.

"KUNNA is well-positioned because these consumers want 'real' brands with real artisans behind them like Hiro Morise. This group, which is older, edgy, and sophisticated, is driving the premium market for clothing and all lifestyle products, all of which means traditional marketing plans, media blitzes, and print-ads, are falling on deaf ears. Product, the brand vibe, exclusivity and self-discovery are king. They are excited to help 'guru' them through this new environment," opines Wexler.

Eighteighteen past and current clients include: Howe Premium Denim, Levi Strauss, Levi's Engineered, MAGIC/Advanstar, Earthlink, OP, Microsoft, AT&T Wireless, Artist Direct, Vestal Watch, Kunna Jeans, Shiseido, Warp Media (Japan), Something Special (Hong Kong), and Sony Music.


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