SYDNEY: DKNY Jeans will mark the launch of its first Australian flagship store by staging a 'New York City experience' for Sydney consumers.
The denim brand, founded in 1990, has opened its first local flagship within the new Westfield Sydney shopping centre on Sydney's Pitt Street Mall.
Rather than promote the 80-sqm site via traditional marketing means, the brand will employ a graffiti artist, 12 hip-hop dancers and a free hotdog stand to grab Sydney shoppers' attention.
The marketing initiative, designed to transform Pitt Street into a “New York-inspired streetscape”, will run for three hours each day from Thursday November 11 to Saturday November 13.
Founded by Donna Karen, DKNY Jeans offers both men's and women's casualwear, denim and accessories. The fashion label's Sydney store is being managed by brand house Club 21 and will stock product in line with domestic seasons.
DKNY Jeans price points start at $199 for jeans, $79 for tops, $269 for jackets and $900 for leather items.