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The Making
The story of Bling Jeans began in the 1982. It started off as a small unit in a town in North America. In those days, denims as a fashion statement had already become popular and there were some leading denim brands that had already captured the market. Even then, Amanda Andrews was not deterred to begin her own outlet. The first seeds of this brand were sown when Amanda began designing in her local village. The response being encouraging, Amanda set up her first outlet for fashion before the ’80s. With the rising trend of using denim as a fabric for
fashion, Amanda soon established her own outlet in the year 1982. The label did not really make waves as was expected. This was largely due to the fact that the denim industry was flourishing and big brands were already getting a large fan following. To make a mark, Amanda needed something more so that people trusted her label. The company tried to achieve a balance of profits by introducing a new line of haute couture so that there was yet another reason why clients should visit the outlet.
Strategies Used
Amanda knew that running a clothing business required more than just dazzling creations and marketing. There was a need for sound strategy and business skills. By 1990, the company had an addition of two partners, named Steve Jacobs and Osborne Martins. The company now had the power of 3 intelligent and creative minds! In 1990, it was decided that the core strategy would be to focus on innovative designs. However, the creative aspect of design increased the cost of the final product so it was shelved. Soon, Steve
Jacobs defined Bling Jeans as the name that symbolizes ‘fashion that sets trends’. The strong vision and will power of the 3 reigning business partners took the brand to a greater height. Although the first strategy did not really work as was planned, the second attempt seemed to click with clients particularly teenagers. It also exemplified how innovation in strategy helps to reach out to clients successfully.
Motivation at Work
The company saw extensive expansion after 1990. The years from 1990 - 1996 was a large-scale recruitment for Bling Jeans. The workforce grew from a mere 100 to a 1000 and then a whopping 26,000 number of employees! The company was successful in attracting talented designers to their couture house. The partners were aware that money does motivate people but giving a platform for creativity was one of the ways to retain employees. The employees enjoyed working as there was a fast growth. The company initially eliminated the structure of hierarchy. This strategy to keep employees happy helped to a great extent. The one drawback was the limited scope to promote deserving employees. However, the one main reason that retained employees was the fast growth of the company. The fast growth of the company can also be credited to the designers, as the product line always introduced new elements by the new designers. Due to the large scale recruitment and the fresh ideas put forth, the company revenue also witnessed a rise.
Advertising Concepts
Bling Jeans had a loyal fan following but there was a need to make a brand presence felt. There was a need to make the name more renowned to compete with other names. The 3 business partners studied the advertising agencies to find one that could give them that added boost. By 1998, the company experimented. They introduced a line of hand painted denim wear with embellishments. This move was to establish the name for exclusive wear rather than the regular
stone wash or acid wash denims. The campaigns had a powerful message that targeted the youth. The advertising was thus planned keeping in mind: 1) The target audience, the youth in this case 2) The range, viz. the hand painted designer wear 3) Catchy and cheeky headings This unique strategy helped to establish the brand amongst the leading names. The designs were appreciated due to their The company did not only rely on advertising to make a mark. They used their unique line of denim wear to have a loyal audience.
Market Position and Challenges
Bling Jeans entered the year 1998 as a clear leader in denim wear. By now, the company had sold more than 1 million denims. The market position for the year was secured from this year onwards. Experts claimed that the strong market presence was due to the trendy and quality product line. The company hired new and fresh talents to give them a chance to display the talents thereby making the collection exciting and fresh! This turned out to be one of the main reasons that turned this label into a successful brand. The brand faced challenges along the way. This was mainly because the brand already had enough competition in denim wear. Apart from this, there was also a requirement to create a need for the product in the closets of all youngsters! Once both these challenges were tackled, the brand name Bling Jeans tasted success! A slow but steady approach ensured that the brand name soon became the most wanted name in denim wear!
We hope you enjoyed this session about the brand study of Bling Jeans!