California Apparel News

Kimmy Song, chief executive officer of Los Angeles–based denim maker !iT Jeans, is hoping to help buyers and manufacturers thrive during the difficult economy with a new initiative aimed at encouraging an exchange of ideas.

The company kicked off its “G.I.F.T. Movement”—which stands for “Generate your style. Inspire new trends. Find value. Transform you and your friends”—on March 20, when Song and her team brought the !iT Jeans RV to downtown Los Angeles during the Fall ’09 Los Angeles Fashion Market.

In a partnership with California Apparel News, Song hopes to get retailers at market talking about what added value means to them and how they can provide it to their customers. Reporters interviewed buyers March 20–21, and the buyers’ comments are posted on ApparelNews.net.

“To us, added value means you’re looking at your budget but you can still develop your own personal style,” Song said. “Because of the tough economic times, people are looking at different ways to spend, but they still want to look good.”Song said she is hoping the effort will encourage retailers, manufacturers and others in the industry to begin sharing ideas for ways to bolster business during the economic downturn.

“Sometimes, when all you hear is that unemployment has gone up and more and more people have lost their jobs, it becomes so daunting that we lose sight of the fact that there are still ideas out there,” she said. “There are still opportunities, and because we are part of a community of people, we can start something positive.”

Plus, Song said she hopes the G.I.F.T. movement inspires people in the industry to work together to come up with strategies for surviving in the current environment.

“They’re able to say, ’I’m not alone in this. There are other people with really great ideas and they’re willing to share,’” she said. “In a way, it’s market research for everybody. In times like this, you need to work together as a community to help others in need, to be able to share information, to be able to inspire others. That’s a gift in itself.”

!iT Jeans is hoping to roll out other programs based on the G.I.F.T. Movement. The company is currently looking at ways it can help families and young professionals affected by the financial crisis.

“For us, this is just a start,” Song said.

The company invites everyone to drop by the !iT RV during Los Angeles market to find out more about the G.I.F.T. Movement and to share their ideas. —Alison A. Nieder