Sea Change at Fish Bowl
Fish Bowl, a division of Second Generation Inc., a Los Angeles–based manufacturer, is in the midst of a makeover.
The brand, which was acquired several years ago, had been geared toward 12- to 15-year-old girls. Sold at retailers such as Nordstrom and Marshalls, the line was graphics-driven and not necessarily fashionforward.
But more than a year ago, Fish Bowl began redefining the line and its core customer by putting a hold on production and reorganizing its staff.
Now, with a new designer, Fish Bowl is reinventing itself as an edgy knit line for 17- to 30-year-old hipsters.
“We’re designing for a cool girl who lives in [the Los Angeles neighborhood of] Silver Lake and loves music and goes to shows. She’s a little bit punk; she knows the trends, but she’s individualistic,” said Dia Marie Cruz, the brand’s new designer.
Featuring decidedly fashion-forward shapes, including tunics with elephant-ear sleeves and retro-inspired jumpsuits in comfy cotton, jersey and Frenchterry fabrics, the new Fish Bowl will wholesale from $10 to $20.
The competitive price points put the line well within reach of younger customers, but the more-sophisticated design will appeal to 20-somethings with a higher taste level, said Ileany Fields, Fish Bowl’s head of merchandising.
The company, which will begin showing the revamped line in June, hopes to charm its way into a whole new set of retailers, including specialty boutiques and online shops. The brand also hopes to move from the girls’ department in majors to the contemporary floor.
“The customer there will understand the product,” Fields said. —Erin Barajas
