Italian Denim Specialist Carrera Jeans to Enter U.S. Market

MILAN — Italian denim specialist Carrera Jeans is gearing up to debut in the U.S. market in September through a joint venture with Los Angeles-based clothing retail company Bachrach.
The company is targeting the U.S. via the wholesale channel, in partnership with Bachrach, whose e-commerce provides a B2B platform for retailers in the country.
“Our aim is to set our positioning higher than our historical one of affordable denim,” said Gianluca Tacchella, Carrera Jeans’ chief executive officer on Tuesday, unveiling a couple of new denim styles, which he expects will contribute to a stronger entrance in the U.S.
While relying on a diversified catalogue of products including cotton pants, T-shirts and outerwear, Carrera Jeans will debut its new denim pants in the U.S.: the Passport style priced at $89, and the aloe-treated Legg-Jeans retailing at $59, for men’s and women’s, respectively.
Although men’s wear accounts for 80 percent of the company’s sales in its most relevant markets — including Italy, Europe and the Middle East — the foray in the U.S. will focus more on the women’s segment. “Eighty percent of our clients are women, they buy our products for their partners,” said Tacchella highlighting the brand’s commitment to engage more with female customers

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