David Jones targets millennials with General Pants deal
Under a General Pants Co. concession, David Jones now offers a range of brands including Ksubi, Stussy, Insight, Spencer Project, Arvust, Zanerobe, RVCA, Wrangler and Rolla’s.
Following the first opening in October 2015, David Jones now boasts General Pants Co. concepts in 13 of its stores and plans to sell their brands via its online store.
“Customer insights tell us that 18 to 25-year-olds are our fastest growing segment,” said Donna Player, David Jones director of merchandise. “To sustain this trajectory we will continue investing in brands, partnerships and experiences that cater to this demographic.
“We have a strong portfolio of young women’s apparel and accessories and by enhancing our offering for young men we can continue to grow this segment. Partnering with General Pants Co. has enabled us to leverage their proven expertise engaging youth and benefit from their established relationships with youth apparel and accessories brands,” Player said.
General Pants CEO, Craig King, said with the retail space evolving like never before, General Pants looks to play a pioneering role when it can.
“We saw being part of David Jones’ evolution as a not to be missed opportunity,” King said.
“The path to purchase has become a highly complicated and challenging one for retailers to master, but one thing that hasn’t changed is great product always wins. This union that combines David Jones’ scale with our youth targeted expertise will be a win-win for everyone,” said King.
David Jones and General Pants Co. celebrated their partnership with last night, hosting an event at David Jones Market Street store, which included a DJ set and live tattooing.
A photo posted by General Pants Co. (@general_pants) on
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