AIRSTREAM • FARBERWARE • JONES APPAREL GROUP • MORRIS LAPIDUS • PANTONE • PLAYBOY
Among women, Jones Apparel Group is an established line of moderately priced, career-oriented clothing with high brand recognition and strong retail presence. Research had shown that women influence 70% of men’s suit purchases and actually purchase 80% of men’s shirts and ties.
The challenge was to convince men’s manufacturers that the brand loyalty women possessed would enable them to make inroads into men’s apparel.
The solution was to target parallel product categories for men’s licensed products.
Jones New York’s has become one of the top five brands for men’s moderate priced suits. Licenses were also signed for men’s ties, women’s coats and footwear. The men’s suit license has lasted in excess of 12 years. These results helped to later establish all future licensing endeavors.
