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July 25, 2007
St. John Expanding Into Non-Apparel Categories
St. John is planning a brand expansion that will see its name on jewelry, handbags, eyewear, shoes and fragrance. After turning around its core apparel business, the Irvine, California, company is hoping to launch into new categories for holiday 2007 with the help of licensing partners.
Previously, St. John had seen an erosion in its traditional customer base and decided to return to the classic fitting and styles that made it popular over the last four decades. The company is now reaping the rewards of that decision, with improved sell-thru rates and a return of its traditional customer base.
Posted by Blacks on July 25, 2007 09:58 AM
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