A Dip Into Kroger's Signature Fashion Line

Kroger is rolling out its new signature fashion line, Dip, to 300 Fred Meyer and Marketplace format stores after months of anticipation. 

The private label clothing was created using customer insights provided by Kroger's 84.51 analytics firm and in partnership with Joe Mimran (pictured), creator of Club Monaco, Pink Tartan and Canada's Loblaw Cos.'s Joe Fresh line. 

Christina Groth, Kroger's VP of general merchandise, said the new customer experience will be focused on a "thoughtfully designed and curated collection that is simple, stylish and affordable."

"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," Groth said. 

Dip will also be accessible pricewise, with 80% of the items offered at $19 or less. 

The Dip collection, which replaces the retailer's existing private label clothing brands as part of its Restock initiative, has options for a wide variety of Kroger customers, including men, women, young men, juniors, kids, toddlers and babies. 

The line includes both essential items and seasonal offerings. 

Mimran, who is creative director, said "no detail in the fit and finish of Dip has been overlooked," and that the line is "reflective of customers' true needs and built around a foundation of key modern pieces."

"It's fresh," he said. "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."

When the line was first revealed in July, Robert Clark, Kroger's SVP of merchandising, said the line was being designed with the idea in mind that customers will want to "quickly pop in and out of the apparel department, not spend hours browsing."

"Dip enables Kroger to provide a meaningfully better clothing experience and ultimately expand on the products and experiences that you can only get at our stores," Clark said. "Imagine grabbing a few groceries and then being able to dip over to the next aisle and finding your new favorite top or pants?"

Groth said Kroger anticipates that customers will "quickly connect" with Dip because it is so easy to find in-store 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."