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NEW YORK — The Hue legwear division of Kayser-Roth Corp. will be introducing its first collection of sleepwear and women’s underwear bearing the Hue name for spring.
This story first appeared in the September 23, 2002 issue of WWD. Subscribe Today.
The first-year wholesale sales projection is $3.5 million, said Julia Townsend, vice president and general manager of the Kayser-Roth department store division.
“We plan to grow the Hue business into many new categories,” said Townsend, noting that the company launched a men’s sock line in July.
The 20-year-old Hue brand claims a 23 percent share of the women’s branded casual legwear business at department stores. Hue products are distributed to 1,800 department store doors. The innerwear will be initially launched in more than 600 doors, Townsend said.
“Because of our loyal following, we plan to inform customers that this new [innerwear] program exists through package inserts,” Townsend said. “We also plan direct mailings, extensive in-store visuals and a lot of co-op ads.”
In-store visuals will include floor decals of butterflies that will lead shoppers to Hue merchandise, a hanging ceiling tile with a trompe l’oeil motif of panties on a clothesline, and a fixture hanger card with a visual for four-way fixtures, said Jody Eskenazi, senior marketing manager at Hue.
Suggested retail prices for the women’s panties will be three pairs for $18 and $7.50 each. Styles of cotton and spandex include a bikini and a thong. Prints for the panties and sleepwear will include butterflies, roses, stripes, an oversized Gerber daisy and scattered motifs of bees, flip-flop footwear and smoothie health drinks. There also will be ombré treatments, as well as styles in solid white and pale pink and blue.
Some prints, such as the Gerber daisy and scattered fruit and smoothie motifs, will be featured on socks as well.
Townsend said the panties will be merchandised on table tops and will feature a wraparound tag at the top of the underwear instead of a hangtag. The panties will feature labels that are color- coated by size with pink indicating small, green for medium, blue for large and purple for extra large.
The sleepwear will consist of three tops: a cami that will retail at a suggested $16; a stretch T-shirt for $18, and a 100 percent cotton T-shirt for $18. Three bottoms will include boxers that will be listed at $16, and pull-on pants and capris, each tagged at $27.
Four tag lines will be featured on pajama drawstrings and on sleepwear labels: “Agree With Your Imagination,” “Laugh At The Rules,” “Color Outside The Lines,” and “Let Yourself Daydream.”
“Everything is meant to be mixed and matched,” Eskenazi said. “It’s all aimed at a younger consumer and a baby-boomer consumer base. It’s really about a young attitude.”