Esprit unveils new Wardrobe Essentials line for men

Under the leadership of a new supply chain officer, Esprit has announced its upcoming menswear offer will feature the Wardrobe Essentials line for autumn/winter 2017, a basics collection with accessible price points. The line hopes to strengthen Esprit's menswear sales, which currently account for just 18% of total revenues. 
 
Wardrobe Essentials aims to sit between the retailer's Esprit 1968 offering and "smart casual" - Esprit

"We want to dress normal, classic guys, who want to look and feel good without having to pay too much attention to chasing the latest trends," said Juan Antonio Chaparro, the group's chief supply chain officer, who was hired in 2013 to bring a "fresh wind" to the brand's menswear department. 

The new offer feature jackets, jeans, polos, shirt and sweaters -- all priced between 30 and 50 euros. The collection hopes to bridge the gap between the retailer's denim line, Esprit 1968, which reflects the indigo origins of the brand, and menswear's 'smart casual' segment, which offers pieces that sit between everyday wear and professional looks.

"We are clearly appealing more to the female customer, with 62% of sales coming from womenswear compared to 18% for men, and 20% for general lifestyle items," Esprit's CEO for Europe, America and the Middle East, Dieter Messner, told FashionNetwork last November.

For the first-half ended December 31, Esprit posted a profit of 7.4 million euros, while sales decreased by 9.9% to 1.02 billion euros. This was mainly due to a reduction in its distribution reach, which saw it lose 14.3% in sales footage.

Translated by Benjamin Fitzgerald

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