NEW YORK — Kellwood Co. has ambitious plans for its intimate apparel businesses.
At the top of the list is the launch of a line of sleepwear, robes and at-homewear bearing the Sag Harbor Intimates name.
The new line, which is part of the LA Intimates Group unit of Kellwood that includes Crowntuft and Stan Herman robes, will be unveiled at next week’s market here at 180 Madison Avenue. It is aimed at consumers in the 35-to-55 age range.
Robert C. Skinner Jr., corporate vice president of St. Louis-based Kellwood, a $2.2 billion apparel conglomerate, said Sag Harbor Intimates “has the natural potential of becoming a $50 million dollar business” within the next several years. Sportswear bearing the Sag Harbor label generates annual wholesale sales of $500 million, he said.
Skinner said a multimillion-dollar national print campaign is being planned for spring 2004. The tag line, which also will appear on point-of-sale materials, will be: Sag Harbor Be Assured.
Distribution will be aimed at major stores currently selling Sag Harbor apparel and accessories, including J.C. Penney, Sears, Kohl’s and Belk Department Stores. Suggested retail will range from $19.99 to $45.99.
James Mogan, president of Kellwood Intimates, said, “This has been an 18-month project with the collaboration of our designers of sleepwear, at-homewear, ready-to-wear and sportswear. Our senior vice president of merchandising, Susan Feldman, has been instrumental to developing the Sag Harbor Intimates collection.”
The line will be comprised primarily of easy two-piece separates, including a variety of tops, pull-on pants, boxers and long and short wrap robes. Fabrics include French terry, chenille, softly brushed cotton knits, cotton wovens and interlock, and woven seersucker. Special effects include contrasting stitching and piping, mesh trims, waffle-pattern knits, cargo pockets, contrasting cuff and collar treatments, and subtle logos on interior and exterior labels. A pastel color palette includes mint green, baby blue, princess pink and cafe au lait. Sizes will be S to 3X.
Marc Kimmelman, vice president of sales, noted that the company conducted consumer focus group studies in five cities for six months with women who made at least one purchase of Sag Harbor apparel to determine their likes and dislikes.“According to NPD Fashionworld, Sag Harbor ranks fourth among the top five national [apparel] brands in dollar volume. Only Liz Claiborne, Jones New York and Polo Ralph Lauren enjoy a higher ranking,” said Kimmelman. “The focus groups were extremely loyal, with 94 percent responding they will buy Sag Harbor again.”
Kimmelman said the survey revealed several factors that drive sales of sleepwear and at-homewear: comfort drives purchase; two-piece sleepwear and loungewear is preferred; the Sag Harbor name generates a positive response and the name provides “assurance” of purchase if other needs are met, and a well-respected brand name confers validity to the purchase.
Regarding Kellwood’s overall intimates businesses, which total $200 million, Skinner said, “We are targeting to grow internal brand initiatives, as well as acquisitions.” He would not elaborate except to say intimate apparel is one of Kellwood’s key growth businesses.
Kellwood’s portfolio of core intimate apparel brands includes LA Intimates, which features sleepwear of polyester charmeuse, a variety of knits and fashion prints; Dentelle, a line of bridal and special occasion sleepwear; Emme, a line of plus-size sleepwear; True Beauty, a sleepwear label at Penney’s, and Stan Herman, whose line of at-homewear and robes is sold on QVC with estimated annual sales of $10 million. The firm also produces XoXo intimates.
In addition to the LA Intimates division, the company also has a sister unit called Biflex Intimates, which produces the licensed Oscar de la Renta foundations, private label bras and proprietary bra labels like Delicates for J.C. Penney. The newest venture in this area will be the Lucy Pereda label for Sears. Shipments are scheduled January 2004.
“Lucy Pereda is the Hispanic Martha Stewart at Sears because she uses Sears appliances in her TV show,” Mogan said. “It’s a critical market we’re going after and is the largest minority growth market. The segment accounts for 20 percent of business at Sears.
“We’ll be doing Lucy Pereda intimates, sportswear and accessories, which will be distributed to more than 400 Sears doors in the next two to three years. It will be a $15 million to $20 million business.”
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty