“Dip creates a new experience for our customers, focusing on a thoughtfully designed and curated collection that is simple, stylish and affordable,” said Christina Groth, Kroger’s VP of general merchandise. “During the product development process, we were intentional about creating a brand that’s unique and resonates with our shoppers—and we believe we’ve done just that.”
To create a what it says is a “cohesive and compelling brand experience,” Kroger leveraged customer insights provided by 84.51° and recruited fashion designer Joe Mimran, best known for Club Monaco, Pink Tartan and Joe Fresh, to lead the creative and design vision. Creative consultancy Jackman Reinvents partnered with Kroger to help create the brand name and image, go-to-market plan and end-to-end shopper experience.
“No detail in the fit and finish of Dip has been overlooked,” said Mimran, creative director. “Dip is reflective of customers’ true needs and built around a foundation of key modern pieces. It’s fresh. It feels fantastic in your hand. It’s a fun attitude. It’s all those things. These are clothes for really living life in and looking good while doing it.”
The Dip collection offers clothing for men, women, young men, juniors, kids, toddlers and babies and features “elevated essentials” and seasonal trend pieces. More than 80 percent of the collection is $19 or less.
“To win, you must view the world through the eyes of your customers,” added Joe Jackman, founder and CEO of Jackman Reinvents. “At every stage of development, we kept the customer benefit at the forefront. If an element didn’t help shoppers achieve effortless style every day, it didn’t make the brand. Simple as that.”
“We anticipate customers quickly connecting with Dip. The new brand is easy to find in our stores and offers incredible quality, style and value. It’s simplified pricing, so there’s no waiting for a sale or hunting for a coupon,” said Groth. “And we’re just getting started. We want everyone to enjoy Dip—expect to see new items, designs and styles.”