Nic+Zoe is expanding its brand portfolio with the launch of NZ by Nic+Zoe, a fresh take on capsule wardrobing designed to reach a younger customer through a more youthful collection featuring mix-and-match pieces that can be effortlessly styled together and are available at a more accessible price point.
With its emphasis on ease and comfort, NZ by Nic+Zoe represents a continued desire for uncomplicated clothing. The new collection capitalizes upon that desire, extending into a full line of clothing and outerwear. Each piece is grounded in simplicity and infused with Nic+Zoe’s signature color, prints and personality. Among NZ by Nic+Zoe’s offerings are lightweight crinkle-cotton button-down shirts, pointelle tanks and tees, dresses, and linen tops and pants that appeal to an ageless customer. The assortment also includes petite and plus-size options to fit a diverse range of sizes.
The introduction of NZ is part of a broader business strategy and reflects a strategic move to:
- Broaden the brand’s customer base
- Increase frequency of purchase with everyday wardrobe essentials
- Complement the Nic+Zoe collection with a more casual aesthetic
“NZ by Nic+Zoe represents an exciting next chapter for our brand,” said Avra Myers, CEO of Nic+Zoe. “It allows us to welcome a new customer with a fresh, more youthful point of view, while staying true to what has always defined us—effortless style, comfort and versatility. Bringing this launch to life within the world of Hotel Nic+Zoe creates a cohesive, inspiring experience that reflects how our customers want to dress and live today, whether they are traveling around the world, or going from home to the office, and then out to dinner.”
To coincide with the launch of NZ by Nic+Zoe and capsule pieces that are perfect for traveling, the brand is simultaneously rolling out Hotel Nic+Zoe, a cross-platform marketing concept designed to drive engagement and traffic through immersive storytelling inspired by travel and the French Riviera.
Hotel Nic+Zoe includes an in-store experience where customers are welcomed into Nic+Zoe stores with a personal “check-in” moment, offered a key to a styling room, and offered mints, Hotel Nic+Zoe-branded matches and refreshments, while being guided through personalized styling sessions with a style concierge, reinforcing a shift toward experiential retail.
The brand has also launched a multitiered influencer strategy designed to drive both awareness and conversion.
Both the launch of NZ by Nic+Zoe and the Hotel Nic+Zoe marketing theme will extend through the summer season as the company continues to invest in an expanded customer base and an elevated customer experience.
