Gloria Vanderbilt
The Gloria Vanderbilt brand drew from the heritage, glamour, prestige and near iconic status of the Vanderbilt name.
During the ‘70s, it was perhaps the first apparel brand to be advertised in marketing channels such as buses, phone booths and TV.
“First Designer Jeans in the world!”
Building the Brand
Gloria Laura Vanderbilt, the great granddaughter of Commodore Cornelius Vanderbilt, is an American artist, actress, and socialite, now noted as a spokeswoman for her Designer Blue Jeans.
Gloria Vanderbilt appeared in a series of television ads, to communicate the all important message to female consumers – For the first time, they now had a jean exclusively designed to fit a Woman’s contour.
Various independent consumer magazines, test after test, rated the Gloria Vanderbilt Jeans as the “Best Fitting Jeans”.
The Gloria Vanderbilt brand flourished, thereafter appearing on fragrance, accessories, shoes, home and other related products. The brand delivered on three key elements: fit, style and quality.
Making History
In 1976, Murjani teamed up with Gloria Vanderbilt and created history by launching a line of designer jeans – “Gloria Vanderbilt by Murjani”, the First Designer Jeans in the World and the First Jeans exclusively designed to fit a Woman. They were an instant success. The jeans had the Gloria Vanderbilt name embroidered on the back pocket and the Swan on the front coin pocket.
For the first time, they now had jeans exclusively designed to fit a Woman.
Gloria Vanderbilt Today
Gloria Vanderbilt continues to be a powerful brand, with annual retail sales of over $1 billion. The Gloria Vanderbilt fragrance line, with annual sales of over 5 million units, remains one of the largest selling fragrance lines in the world.