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United States Of America : Tropical To Bring Clothing Line Unplugged |
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2003-7-25 8:39:00
Tropical Sportswear Int'l Corp. is planning to launch new clothing line under Savane brand. The company is adding gimmick to improve its struggling Savane brand of casual men's pants and shorts.After launching Savi's Dockers and its Teflon-coated Stain Defender pants. Called "Unplugged,"
Tropical's new casual line is supposed to feel softer and wash cleaner than rivals' stain-repellant fabrics, points the company believes will help it in the fight for precious shelf space in moderately priced department stores.Tropical helped create the logjam last winter by dropping Savane from better department stores such as Dillard's to moderately priced chains such as J.C. Penney Co., sending the brand's market share and pricing into a tailspin.
"Savane has always been about newness and these two features are the platform we need to re-energize the brand," says Chris Munday, president and chief executive of Tropical, the Tampa-based apparel maker. He hopes the new features will justify a suggested retail price in the mid- to upper-$40 range.
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