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West Watch: Reef’s Apparel Statement … Retail Network

While its thong sandal with a built-in bottle opener put surf brand Reef on the map, its signature marketing has long featured the backside of the thong bikini-clad model.

REEF’S APPAREL STATEMENT: While its thong sandal with a built-in bottle opener put surf brand Reef on the map, its signature marketing has long featured the backside of the thong bikini-clad model who wins the annual Reef Girl title. Now parent company VF Corp. says the Reef division plans to launch a women’s apparel line in spring 2008. The collection would follow the spring 2004 debut of men’s apparel. This spring, Reef introduced bags for women, who make up 54 percent of the San Diego company’s business, said Mark Price, vice president of marketing. Price said it was too early to discuss price points or projected first-year sales. But he said he anticipated the women’s sportswear would reflect the beach lifestyle and sell in surf shops and beach specialty stores.

RETAIL NETWORK: Intuition, the trendy West Los Angeles boutique and Web site owned by Jaye Hersh, has scored its own show on the QVC network. Set to air in mid-October, the hour-long segment will feature about 10 Shopintuition-branded products designed by Hersh and QVC, and Hersh will be the on-air guest. Offerings, priced from around $25 to less than $100, range from jewelry to handbags, hoodies and sweater wraps. “It will be a similar product offering to what’s on the site, but with the QVC customer in mind,” Hersh said. “I think this audience is savvy and into the trends, and we’re going to be able to react quickly [to produce the styles that are] hot in Hollywood and what celebs are wearing and buying.” Hersh, a QVC shopper herself, was mum on the financial details, but said she thinks “this is going to take on a life of its own, and [is] going to be a completely separate division from what we do in-house.”

This story first appeared in the August 17, 2005 issue of WWD.  Subscribe Today.