Wal-Mart’s Faded Glory Launches Web Site

NEW YORK?Faded Glory, Wal-Mart’s private denim-driven lifestyle brand, dips its toes in consumer marketing waters with the launch of its Web site, www.fadedglory.com. Agency is in-house.

The move comes at a time when denim has reemerged as a fashion must-have and competition heats up among basic and fashion jeans brands. Last year, Faded Glory rated as the No. 1 brand of women’s jeans in unit and dollar sales within the mass channel for the second year in a row, according to NPD Group, N.Y.

The New York-based company’s home page shows an attractive woman wearing the jeans. Copy reads “Real style, quality, value for real people” and “Fits the way America lives,” driving home a price-value equation inherent in Wal-Mart’s retail philosophy. Additional clicks lead consumers to a store locator, a brief history of the brand and “jeaneology,” a feature that provides information on how to find “your perfect fit.” Fashions shown will be updated seasonally.

Faded Glory, which began in 1972 as a department-store brand and is privately held by the Dayann brothers, entered into an exclusive relationship with the world’s largest retailer in 1995. Since then, it has expanded from ladies’ and men’s product into girls, boys, infant-toddlers, newborn, women’s and accessories, including footwear, socks, belts, sunglasses, handbags, jewelry and hats.