Nautica is marking 30 years on the oftentimes choppy seas of retail — and the business is in ship-shape condition today, with sales on the upswing and ambitious initiatives bolstering the brand.
The company, a unit of mammoth VF Corp., continues to expand its global footprint with international partners and ramp up its e-commerce goals, and is relaunching a wholesale women’s sportswear business this season as well as plotting a return to full-price freestanding retail in the U.S.
The multiprong growth plan comes against the backdrop of a yearlong marketing campaign that will celebrate Nautica’s three-decade anniversary, which the company is heralding as “30 Years on the Water.” The achievement will be touted in everything from advertising and window displays to shopping bags and Nautica product itself that bears special markings on labels and hangtags with the rubric “Since 1983.”
"I was driving back on Saturday afternoon from the beach, and I just saw this sign saying 'Skydiving for $95.' And I was like, I can't not sky dive for $95," says Tom Bateman about a moment in Hawaii while shooting "Snatched." #wwdeye (📷: @vsteves; Interview by @ktauer; Styled by @thealexbadia)