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Viva Handbags redesigns for East Coast tastes. (redesigns its line of handbags to suit the fashion in New York)
- Article from:
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Footwear News
- Article date:
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June 10, 1991
- Author:
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Copyright informationCOPYRIGHT 1991 Fairchild Publications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Viva Handbags redesigns for East Coast tastes
NEW YORK -- Viva Handbags Inc., a Los Angeles-based manufacturer of bags, believes that while the West may be best, the pulse of fashion beats in New York. The company has revamped its line of handbags and redirected marketing efforts to more fully tap into East Coast fashion trends.
"When you design in an area removed from your (retail) customers and the center of fashion, you tend to get out of touch with what's going on," said Caren Herbst, head of corporate sales and product development, of the firm's East Coast clientele. Herbst joined the company to head up the redesign of the line.
Viva traditionally had focused ...