CARROLL DOES ALBA:
Alba-Waldensian has signed a licensing agreement with Moretz Inc. to produce a line of daywear bearing the Diahann Carroll name. Moretz is a marketing and licensing firm based in Newton, N.C.
Vixon Johnston, Alba’s president of consumer products, estimated retail sales the first year should be around $3 million.
Distribution is aimed at department and specialty stores for spring selling. “We plan to have a strong presence at J.C. Penney,” Johnston added.
“We just signed this license and are still in the embryonic stage,” he continued. “But the line will feature a lot of allover seamless looks, as well as some cut-and-sew panties.”
Knit fabrics will include cotton and cotton blends with Lycra spandex.
BODY LANGUAGE GROWS:
The demand for Body Language by Playtex — bras for plus-size women — is growing fast, said Cheryl Vitali, vice president of marketing for Playtex Apparel.
The Playtex unit of Sara Lee Intimates introduced the line to consumers in January. Distribution currently reaches 2,300 department store doors, as well as national chains and discounters.
“Reaction has been overwhelming, and we have tripled sales from our original projection for the first six months,” Vitali said. She declined to give a sales figure, but noted the 1997 advertising budget for print and TV is more than $5 million. The tag line for the print ads is: “When you feel this pretty, it shows in your body language.”
Vitali said a key element in the plus-size line’s success has been a focus on “very feminine, pretty-looking bras.”
Colors are white and French vanilla. Some styles are available in “sexy-looking” black lace. Bra cup sizes are 40B to 50B, and 38C to 50DD.