Kroger’s Dip fashion brand hits stores

Dip, the private label apparel brand unveiled by The Kroger Co. this summer, is set to make its debut in stores this week.

Kroger said Monday that the Dip collection is rolling out to 300 Fred Meyer multidepartment stores and large-format Marketplace stores, which offer an expanded general merchandise selection.

The Dip line includes clothing for women, men, young men, juniors, kids, toddlers and babies and offers elevated essentials and seasonal trend pieces, Kroger said. More than 80% of the collection is priced at $19 or less.

“Dip creates a new experience for our customers, focusing on a thoughtfully designed and curated collection that is simple, stylish and affordable,” Christina Groth, vice president of general merchandise at Kroger, said in a statement. “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.”

Designed with convenience and affordability in mind, Dip offers flexible collections that make it easy for customers to assemble outfits or clothe an entire family, according to Kroger. In stores, the brand is presented in its own department, with the banner prominently featured.

Dip replaces over a dozen Kroger private label clothing brands — such as Indigo by Great Northwest, GNW, Kids Korner and Curfew — and continues the company’s efforts to drive private brand growth under the Restock Kroger initiative to redefine the customer experience.

Cincinnati-based Kroger had announced plans for a “modern lifestyle” clothing brand last November and then in July unveiled the brand name Dip.

“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,” Groth said. “And we’re just getting started. We want everyone to enjoy Dip. Expect to see new items, designs and styles.”

In developing the brand, Kroger leveraged customer insights from its 84.51° data and analytics arm and recruited fashion designer Joe Mimran, who’s known for the Club Monaco, Pink Tartan and Joe Fresh labels.

“No detail in the fit and finish of Dip has been overlooked,” Mimran commented. “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.”

Toronto-based brand consultancy Jackman Reinvents was enlisted to help create the Dip brand name and image, go-to-market plan and end-to-end shopper experience, Kroger said.

“At every stage of development, we kept the customer benefit at the forefront,” said Joe Jackman, founder and CEO of Jackman Reinvents. “If an element didn't help shoppers achieve effortless style every day, it didn't make the brand.”