NEW YORK -- Bodywear makers hope to add some extra muscle to their business in 1995 with several key ideas.
Creating exclusive designs for major stores.
Developing brand names for mass market.
Building retail partnerships through technology.
Introducing more color.
Going into specialty stretch items such as padded, push-up sports bras.
Danskin will be moving into the mass market next year with a new program of active bodywear, a line combining stretch bodywear with active pieces, such as pull-on pants, said Howard Cooley, chief executive officer of Danskin Inc.
"We have a well-established business in department and specialty stores, and mass is a very significant area for growth," said Cooley.
The new line will carry a licensed name, Cooley said, but he withheld details. However, he indicated, the program should contribute to the 10 percent gain he's projecting for Danskin's activewear and bodywear businesses for the first half of 1995.
Jacques Moret is another company with new lines contributing additional volume. The firm expects its Spa 812 line introduced this fall to generate first-year volume of $3 million. A new licensed line, Nautilus, to be introduced at retail this summer, is expected to do $3 million in its first year, according to Joey Harary, president.
Plus-size bodywear is proving a growth area as well, Harary said. The category posted a 50 percent gain this year and another increase is expected in 1995.
Looking to develop partnerships with major retailers, Jacques Moret will offer exclusive designs to major retailers. In the past, the company did this only on a very limited basis -- only to one or two retailers, he said.
Harary said the company had improved its replenishment system by storing more inventory in its warehouse and by linking more retailers through EDI. Under the new system, Jacques Moret boasts a one-week turnaround time for reorders, as opposed to a 30-day or 60-day waiting period in the past.
Harary is also excited about the export possibilities under GATT. "We source globally as it is, but GATT will only increase our market size," Harary said. "We'll do business with the rest of the world a lot easier."
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