Because of a slump in sales, fashion jeans manufacturers plant to lower prices to bring them more in line with coustomer demands. They will also offer new designs, finishes, and fabrics for summer and fall 1994. Executives at marithe && Francios Girbaud emphasize the need to understand what the customer is willing to pay for the value that they see in the product. The company targets two groups of customers: the 15 to 25 year old group and a smaller group of more sophisticated customers. Pepe U.S.A targets customers in the 18 to 30 year old range. Calvin klein is entering into a partnership with Rio Sportswear to gain access to Rio's extensive overseas sourcing network. The move should allow Calvin Klein to reduce prices on the products in its CK men's and women's jeans division. Guess has replaced its men's basic jeans line with a line of basics that features higher quality denim with a silky hand. Silver Jeans, a division of Western Grove Works, is emphasizing new styles, such as overalls with a full zipper, black denim, and lighter weight denim.