Komar, the sleep and intimate apparel manufacturer, has launched its first TV commercial.The brand, which recently relocated its headquarters from Manhattan to Jersey City, has introduced a 30-second TV spot for Cuddl Duds, a sleep and loungewear line that sits under the Komar umbrella.“We know that people who have experienced Cuddl Duds totally love it, but we feel like there are lot of people in the United States that aren’t familiar with it and we wanted to raise awareness,” said David Komar, chief marketing officer at Komar.The commercial, which is airing on 23 networks including Bravo, TLC and E through the rest of the year, has a “Go Comfy” tag line and follows a female traveler as she makes her way home for the holidays despite a canceled flight and other obstacles in her journey.[youtube https://www.youtube.com/watch?v=RN3v_oB7VbQ]“It’s product centric and emotional,” said Mark Sandler, president of Komar layering. “Our consumer is typically a person who is busy and has a very full life and is on the go. We like ‘Go Comfy’ because it’s almost like a suggestion and that term is always connected to Cuddl Duds.”The TV commercial coincides with a digital campaign that appears on Refinery29, NBC and Meredith titles. The brand has also worked with 100 influential style and lifestyle authorities.Komar acquired Cuddl Duds, which has been around for more than 50 years, in 2009 when it was down trending due to the recession. According to Sandler, who worked for Cuddl Duds before it was purchased, Komar has been able to transform it with fabric innovation, modern silhouettes, updated colors and prints and through licensing the brand, which is sold at retailers including Macy’s, Kohl’s, Amazon, J.C. Penney and Bon-Ton. Through a partnership with QVC, Cuddl Duds has begun selling its product in the U.K., Germany, France and Italy. Komar says they are also working with a European distributor outside of the QVC deal.In addition to women’s apparel, Cuddl Duds produces baby and kids' wear and has co-branded with Disney on character licenses. Current licenses include cold-weather accessories, slippers, socks and fashion legwear. It just signed a license for Cuddl Duds shoes and boots, which will be available in the fall, and they have an exclusive license with Kohl’s on comforters and sheets. Sandler says the firm is interested in licensing out the brand for sweaters and outerwear.Earlier this year, Komar acquired Star Garment Group, a manufacturing company in Sri Lanka that’s been running for 40 years and operates seven manufacturing facilities, which produce mostly sportswear. They are converting a 90,000-square-foot factory into an Innovation Center, which is set to open next year, the same year the country will regain its European Union duty-free import status. This center will include a resource library and sample room, along with areas for pattern making and design.
EXCLUSIVE: Two and half months after John Targon, cofounder and codesigner of Baja East, was hired as creative director of the contemporary division at Marc Jacobs, he has left the company, WWD has learned. Marc Jacobs International, which is owned by LVMH Moët Hennessy Louis Vuitton, confirmed Targon’s departure in a statement: “John Targon is a talented designer and we appreciate the work he has done here. Ultimately working together did not make sense for the brand and we wish him the best.” Read the story by @jessiredale, link in bio. #wwdnews
@theluxurycollection is officially launching a collection, tapping Sofia Sanchez de Betak for the capsule. Over 30 styles will be featured in the Chufy x The Luxury Collection, debuting next month at Bergdorf Goodman, The Webster, FiveStory and more. De Betak, known as “@chufy,” drew inspiration for the collection from her trips to Japan in the past year #wwdfashion
@lhd, founder and CEO of @thewebster, has teamed up with @lebonmarcherivegauche for the European launch of her ready-to-wear line, LHD. The launch will come with an exclusive pop-up opening today that’s set to run through May 20. Located on the second floor, it carries her debut Miami-themed resort collection, launched in November as see-now-buy-now. #wwdfashion
@longchamp, which marks its 70th anniversary this year, just opened its biggest U.S. store on Manhattan’s Fifth Avenue. On the lower level there’s a floor-to-ceiling display of the brand’s iconic Le Pliage bag – in all of its different colors, shapes and sizes. Customers can also have their product personalized in-store by imprinting names, initials or emblems. #wwdfashion (📷: @ericmtownsend)
“Whenever I’m in that place of sound and music, I don’t have fear or nervousness…This album has a lot of themes of courage and boldness and I want to be the soundtrack for people’s lives. I’ll be so happy if [my songs] evoke strength in people, which I know music has done for me,” says @kimbramusic of her newest album “Primal Heart.” The New Zealand-born singer sat down with WWD to talk about her music, newest tour and connecting with hear fans — read more on WWD.com #wwdeye (📷: @jilliansollazzo)
Luxury handbag resale company @rebagofficial is planning to sell a rare collectible for $70,000: the @hermes White Crocodile Himalayan Birkin. The exclusive Birkin sold for about $100,000 in 2008, when @davidbeckham bought one for his wife @victoriabeckham to add to her collection. Read more about the rare Birkin on WWD.com #wwdaccessories
With her costume pearl necklace and what-you-see-is-what-you-get style, Barbara Bush, who died Tuesday at age 92, was a straight-shooter from start to finish.
Born Barbara Pierce in New York City, Bush served as the 37th first lady, as well as the country’s second lady from 1981 to 1989. In addition to being part of the longest presidential marriage — 73 years — Bush also had the unlikely distinction of having one son, George W., become the 43rd president and another son, Jeb, run unsuccessfully in 2016. Having served as second lady during the Reagan administration’s two terms and lived all over the world during her own husband’s ascending political career, Barbara Bush made it clear that literacy — not fashion — was her priority. Read more from Rosemary Feitelberg’s obituary on the late First Lady in WWD.com, link in bio. #barbarabush #wwdnews
Western and ’90s trends have influenced denim for fall 2018. Think raw, dark and coated jeans mixed with bold prints and tough leather. #trendtuesdays #wwdfashion (Styled by @thealexbadia;📷: @ryanplett)