I am excited.
A couple weeks ago at MAGIC in Vegas, Max Azria launched a line geared towards the 20-30 year old consumer who have not yet earned the funds that are needed to buy the contemporary goods he normally produces. The line is titled BCBGeneration and will offer similar high end designs at more affordable prices. The line is split into two collections: Casual and City. Both collections will range in products including denim, club-wear, work-wear, and dorm-wear.
I have always loved BCBG and only have a few select pieces due to my shrinking budget. And I am relieved that Azria did not feel the need to create some sort of diffusion line for Kohl’s or Target. It’s better for his image, and for the quality of the clothes. It’s a great way to tap into the younger market that are already interested in the product, without risking exclusivity.