French Dressing Jeans – ‘real Fit for Real Women’

 Miller, who briefly left the company because of illness
French Dressing Jeans, the iconic Montreal jean brandand a short-lived retirement, has been hired by the
that built its reputation and business on a "Real Fit fornew partners as the president of FDJ French Dressing
Real Women" is poised for a major comeback thisInc to continue tooversee the sales growth of the
summer.French Dressing brand in North America.
  
FDJ Monde Inc, the former owner of the FrenchHis late uncle David Mindlin founded the predecessor to
Dressing Jeans brand, filed for bankruptcy protection inFDJ Monde Inc in 1908, then known as the Keystone
December. A group of three Montreal-based apparelOverall & Pants Manufacturing Ltd.
industry players has acquired the iconic brand (for an 
undisclosed amount).Miller and the partners are excited by the aggressive
 marketing campaign that will re-launch the brand in time
The group, Noah Stern, President of Levy Canadafor the Spring 2009 fashion season.
Fashion Company, Groupe Corwik and one of its 
senior managers manage companies that have overThe strategy will be planned and executed with the
$100 million in combined annual revenues, and has planshelp of Glen Eisenberg, president of Precision, the
for an aggressive re-launch of the brand in CanadaMontreal marketing and communications firm.
and the USA. The brand name will carry into the new 
company called "FDJ French Dressing Inc".The consortium has earmarked a significant budget
 (millions of dollars) to marketing the core values of the
According to Noah Stern, the new CEO of FDJFrench Dressing Jeans brand - what Stern calls "the
French Dressing Inc, the partners plan to capitalize oncompany's four pillars of success: fit, quality, customer
the "very high levels of consumer brand recognition ofservice and a commitment to the independent
and loyalty to the French Dressing brand" as well asspecialty store market, with an "independents first"
the company's extensive distribution system whichpolicy."
consists of well over 2,000 independent and specialty 
boutique retailers across Canada and the U.S.A.In addition to fit and quality, servicing the independent
 specialty retailer is paramount to the success of the
Ayal Twik, Vice-President of Business Development atbrand. The new marketing campaign will lend support
Groupe Corwik and now Vice-President of FDJto French Dressing's customer base by showcasing
French Dressing Inc. agrees, calling it an iconic brand inthe quality of the fit, thereby introducing new
North America with an amazing reputation among bothcustomers to the brand and reminding its faithful fans
retailers and customers.that wearing French Dressing gives every woman a
 super silhouette that is slimming, comfortable and
After a highly successful run from the 1970's throughfashionable - says Twik, "we are not like all the other
to only a few years ago, FDJ Monde Inc veered offjean companies trying to convince woman that she
course from its specialized focus on denim, to expandshould fit into junior jeans designed for 18 year old girls.
their product line into coordinated ladies sportswear. 
 Every day of every year, we work towards and
This misplaced strategy, combined with the strugglingremain committed to providing jeans and related items
economy south of the border is what Len Miller,designed with a REAL FIT for REAL WOMEN.
former President of FDJ Monde, attributes as the main 
reasons for his former company's recent financialThis is synonymous with what French Dressing has
struggles.built in the marketplace, and that's where we will
 continue to focus all our energies".