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Premium fashion brand JetLag made its travel retail debut at last month’s IAADFS Duty Free Show of the Americas with a range of casual apparel suitable for the cruise and travel markets and for the beach.
JetLag enters the channel with strong investment behind the brand. Established in Germany in 1993 with the aim of taking men’s denim and cargo wear “in a superior new direction”, JetLag USA is a division of American clothing company Jordache Enterprises.
With a presence across Europe, Russia and Germany, JetLag launched into the US market in 2005 and is today sold in more than 200 high-end department stores and boutiques across the country, including Nordstrom, Bloomingdales and Macy’s.
As reported, the brand prides itself for its attention to detail, from the use of Italian fabrics to its distinctive styling, reflected in quality hardware accents and a range of hand-sanded vintage washes.
For travel retail in particular, JetLag offers several reversible and easily packable items. Shorts, cargo pants, joggers and jackets can be simply reversed from block colours to patterns, bold to pastels, camouflage and floral designs to cool shades. Items such as the scrunchy padded jacket can be folded up into a hand-sized pouch, and later unfolded and worn without ironing – ideal for airlines looking for something different to add to their inflight range, according to the brand.
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JetLag’s ‘Fashion meets Function’ brand motto is inspired by the contemporary traveller who is always on the go, but demands comfort and fashion |
Representing JetLag at the Orlando show was Vice President of Sales & Merchandising Anthony T Sala, who joined the company in 2013 armed with experience from working with brands such as Eddie Bauer, Puma, Ralph Lauren, Guess and Calvin Klein. “I am very glad that we were accepted at the [IAADFS] show. The response to the JetLag offer was phenomenal and we’ve had serious discussions with a number of retailers from all over the Americas,” he revealed.
Sala believes that there is real potential for JetLag to have a branded presence in airport retail with its own boutiques, as well as shop-in-shops and personalised corners. “As a company we have the finance and logistical support to be able to create a unique and really very different offer to travellers in-store. JetLag offers a complete trend-setting fashion style – stylish and sophisticated yet, at the same time, functional and practical,” he said.
Border shops, cruise ships and – for the foldable items – even inflight are other potential markets for the brand, Sala added.
JetLag is interested to hear from agents and distributors interested in discussing possible partnerships as it plots its expansion in travel retail. “I believe we can work on both agency and distribution bases depending on the area and our own regional offices,” continued Sala. “It’s not a question of if we do this. We are going to do this, but we recognise that working with companies already experienced in the travel retail business is the sensible way forward.”
For more information, contact Anthony T Sala at tel: +1 646 383 8275 or e-mail anthony@jetlagamericas.com. Visit www.jetlagusa.com.
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JetLag believes its range of reversible and foldable items are ideal for travel retail |
