A.P.C., the all-around fan favorite minimalist French brand, opened yet another new store this year – this time in Brussels, Belgium. So far it seems like business as usual. The new shop has been received well by the public and myriad blogs, plans are underway to be stock up with its usual menswear and womens wear, etc. etc.
For our concern though, in such a competitive and difficult space, one could speculate that A.P.C.‘s constant expansion can mean one thing. It’s merchandise is selling very well, particularly their raw selvedge denim, arguably its most popular product. In a fairly tough industry, how has A.P.C. managed to sell so well? Yes, they’ve improved their distribution but product is always paramount. Could it be that their raw denim is considered “best in value”?
We know. There are so many raw denim labels out there that are either much cheaper (Unbranded, Levi’s 501 Shrink-To-Fit, Cheap Mondays, etc.) or comparable in price (Naked & Famous, Nudie Jeans). Though there is not necessarily an immense sacrifice in quality, the difference is noticeable. Plus one must factor in exclusivity.
In other cases, some denim labels have taken attention-to-detail to a whole new level, ranging from the classic American players (Rising Sun & Co. Jeans, Tellason, Roy, Raleigh) to the Japanese heavyweights (Iron Heart, Sugarcane, Drybones, Samurai, Momotaro). But again there is a trade off. Not everyone can get their paws on the only 200 pairs made (i.e. inaccessibility) and/or afford the $300.00+ price tag.
Enter A.P.C. – they offer 4 cuts and it’s well known the fades set in quickly (in terms of whiskers, honeycombs, and stacking); quality, fit, and durability is unquestionable (I myself have a pair of 5+ year old A.P.C. New Standard that has been washed 4-6 times that still fit and feel mint), and the price commanded is not unreasonable (~$175.00 though a quick glance at eBay is not bad either).
They have also managed to maintain an “exclusive” vibe at the same time as being very accessible (because nothing beats being able to see and feel denim up close). Aside from their online store and nine offline flagship shops, they’re denim and goods are sold across hundreds of retailers in nearly thirty countries. Not bad at all, Jean.
Has A.P.C. managed to beat out all the competition and find it’s niche with a fluffy offering as “best in value”? What do you think? Let us know via your comments below.
- A.P.C. Official Site