Magazine article from our research archive:

Viva Handbags redesigns for East Coast tastes. (redesigns its line of handbags to suit the fashion in New York)

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 ...

Related newspaper, magazine, and journal articles:

See all results. Or, try our Advanced Search.

Newsweek Harper's Magazine The Washington Post Chicago Tribune Crain's Chicago Business PRNewswire Pediatric News The Nation Advertising Age The Economist (US) A FREE trial gives you access to over 60 million articles! Access over 3,500 publications with a FREE trial!