CAPEZIO LAUNCHES NEW DANCEWEAR LINE
Byline: Rosemary Feitelberg
NEW YORK — Capezio aims to take center stage with its new line called Troupe.
For the first time, the brand is offering customized dancewear to give women options. Troupe has 15 styles offered in three fabric choices and 14 different colors. Women can choose from nylon, polyester microfiber or cotton and Lycra spandex blends.
The company decided to incorporate bestselling silhouettes from its signature line like a camisole top, unitard and leggings for Troupe. Wholesale prices range from $10 for nylon shorts to $21 for a polyester microfiber unitard.
Troupe ships to small dance specialty stores in June and is expected to generate about $700,000 in wholesale volume in the first year, according to Peter Morrone, vice president.
With a four- to six-week turnaround, dancers and cheerleading teams will be able to outfit their members for championships and other special events. Troupe can also be used for fitness activities like yoga or Pilates.
“Our retailers cater to many different consumers,” Morrone said. “Capezio is now enabling them to offer the best mix for their customers.”
To create a buzz about Troupe, Capezio hired Liska & Associates to develop a marketing campaign. The first step was to send teaser cards with photos of the new product and a toll-free phone number to 1,200 buyers last month.
In the following weeks, each store received three samples.