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| We're an American Brand: Made-in-the-U.S.A. clothes are cool again |
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| Written by Administrator | |||
| Monday, 31 August 2009 05:59 | |||
Anderson-Little, the clothing label that Anderson's grandfather had incorporated in 1933, had been gone since 1998, after the latest buyer closed the brand down. At first, it bothered Anderson that a name his family had created and nurtured had come to such an ignominious end. And then it really bothered him. "I wanted my brand back," he says. "It's my family legacy." Maybe it was, but that didn't automatically make resurrecting the brand a good idea. Anderson decided to do some informal marketing research first, just to see if there was any demand left. Did people even remember Anderson-Little? "I asked that question everywhere I went for the next three years," Anderson says. Then came a surprise. "I had 100 percent unaided positive recall in New England, males over 30," Anderson says. "Hundreds of them." And so Scott W. Anderson bought the trademark rights back. Last September, with the help of his father, Stuart Anderson, he began selling the original classic navy blazer -- gold buttons, wool blend and 100 percent American made -- for $139. It was a lot of jacket for the price, but aside from some radio spots in New England, Anderson did no traditional marketing. Instead, he relied only on a blog, on word of mouth-and on the fact that he was selling a classic article of gentleman's clothing that he was making in America. Then came another surprise. "My sales went through the roof," Anderson says (he declines to reveal sales figures). Fashion guru Andy Gilchrist endorsed Anderson-Little on his Web site, AskAndyAboutClothes.com. The brand began showing up on other blogs too, and the orders picked up further. In the 11 months that Anderson-Little's been back in business, "we've sold hundreds and hundreds of blazers," Anderson says. Link: Read the article
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2012 UNIVATOR Award entry form
Has your company created an incredible fabric technology or revitalized a restaurant with a fresh, new uniform program? Have you developed ingenious business processes to help your own corporation handle the challenges of this tough economy? Did you dream up an environmentally friendly way to eliminate product waste? UniformMarket News wants to hear your story and consider you for a 2012 UNIVATOR Award.
The UNIVATOR Awards celebrate innovation in the North American uniform, image apparel, medical goods, footwear and equipment markets. For eight years, the UNIVATOR Awards have been shining a light on amazing advancements that keep this industry moving forward. They acknowledge companies, both large and small, that are forging unique paths to success.
Read more...Winners came from all market segments – law enforcement, public safety, corporate and chef apparel, and medical apparel. Many have been cited in previous years; several have not.
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