By  on November 12, 2008

Josie Natori, Chief Executive Officer of Natori Co. Inc., has her own approach to keeping her 31-year-old lingerie company viable during tough times: Stay focused on creativity and innovative product, be ready to adapt 24/7 and keep the faith.

“Designing for an innerwear company, there’s an opportunity there right now,” Natori said. “You have to make the most of it, and you just have to believe that God is on your side. This [diffi cult economic] time gives brands an opportunity to evaluate what’s working, what’s not, and turn the brands on their ear, inside out. If we do that, we can survive.”

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