A look from Colorado Jeanswear
A look from Colorado Jeanswear's FW2014 collection
 

10 Jan. 2014

Colorado Jeanswear repositions itself


During the past year, 1976 founded denim brand Colorado Jeanswear has undertaken some organizational and image changes to kick off the Fall/Winter 2014/15 season.

Bertram M. Laufer, Brand Manager Colorado Jeanswear
Bertram M. Laufer, Brand Manager Colorado Jeanswear
At the end of 2012, Bertram M. Laufer was appointed Brand Manager at the Hamburg-based company. Laufer previously occupied positions at Scotch & Soda, the Big Star Group and, most recently, at the VF Corporation as Key Account Manager for Lee Jeans. Under Laufer’s guidance, Colorado has conducted optimization measures in all of its departments – including sales, PR and online marketing as well as in the design segment, which is led by Sike Herrdegen as Head of Design.

Moreover, the complete corporate identity has been revised. Next to a new logo and new products, Colorado Jeanswear has upgraded its POS material and furniture with wood and steel to enhance the brand’s shop-in-shop appearance. Laufer said: “When I started at Colorado Jeanswear a year ago, there was a clear announcement: Here, you can move something and that is what we are doing right now. Our aim is to make Colorado Jeanswear an important player in the denim market.”

Colorado Jeanswear offers denim for women, men and kids in up to five different leg lengths. Next to its comprehensive NOS (never-out-of-stock) program with 60 styles that can be ordered on the brand’s B2B website and will be delivered to retailers within 24 hours, Colorado releases four seasonal collections per year. A pair of Colorado denims retails between €50 and €90.
The Fall/Winter collection for 2014/15 focuses on the brands US-American heritage and circles around the topic of Aspen, Colorado. Authentic denims are combined with rough biker jackets and vests, knitted sweaters and lightweight down jackets.

Colorado Jeanswear runs showrooms in Hamburg, Sindelfingen, Leipzig, Salzburg and Brussels. Next to classic marketing, the brand is also involved in sports sponsoring and is a partner of soccer clubs Hamburger SV and Borussia Mönchengladbach amongst others.

Colorado Jeanswear's FW2014 collection is inspired by the Aspen look
Colorado Jeanswear's FW2014 collection is inspired by the Aspen look

Maria Hunstig

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