Fashion Executive Launches New Company

The worldwide economic downturn has forced many companies to reevaluate the way they do business. For the retail sector this is especially true. As retail brands scramble to keep afloat, a new company is entering the scene with a business model that will eliminate inflated MSRPs and offer trend-right fashions priced to sell. Former President of Calvin Klein Jeans, Joseph Purritano announced today the formation of Serenity Apparel. The start-up is slated to produce a Junior's casual lifestyle collection entitled, Anthem Denim.

Serenity Apparel will work with both domestic and international manufacturers, balancing needed import costs with faster domestic production channels to meet the needs of a fast-paced Junior's marketplace. The company's first brand, Anthem Denim, will be focused on presenting active-wear, denim and fashion tops for girls ages 13 to 24. Suggested retail prices for this lifestyle brand will range from $24.50 to $59.50. Purritano is planning a holiday launch of this new collection.

Known to fashion insiders as the man with the "Midas Touch," Purritano has tapped Felicia Thornton as senior vice president of planning and operations. Thornton, a veteran senior buyer with a Junior retailing background at May Company and Macy's, will support Purritano's vision of exceeding consumers' expectations on price and perceived value. She will work to identify "must have" items, work with Purritano to tailor the offering based on size and complexion of door, and create a product that is priced to sell. Thornton notes, "We're going back to basics.  We have identified the right product niche; we've narrowed into the big ideas, and are keeping our focus on speed, relevancy of offering and the price to value relationship. The key will be working smarter, and partnering with the retailers to work backwards from their varied point of sale needs."

Purritano has retained New York based boutique Morse Code PR (www.MorseCodePR.com)  to service the national public relations rollout of the freshman brand along with Cincinnati based Wymore and Associates (www.wymore.com) who will handle the website design for the label. Both traditional and innovative marketing communications methods will be utilized to leverage the brand including social networking.

Having generated millions of dollars at retail for noteworthy brands including Calvin Klein, XOXO, Baby Phat, FUBU and Zena, Purritano now looks to recreate that success under his own steam. "Serenity Apparel will grow its volume one door and relationship at a time. The company believes in quality over quantity and will work tirelessly to provide speed to market" notes Purritano. He continues, "History confirms that there is a sweet spot for every classification that increases turn. Serenity will offer clothes to the consumer at the correct MSRP from day one."