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Article: Rihanna umbrellas from Totes; Kristen Stary.(Marketing 50)(Brief article)
- Article from:
- Advertising Age
- Article date:
- November 17, 2008
- Author:
CopyrightCOPYRIGHT 2008 Crain Communications, 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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Byline: tiffany meyers
Once you hear Rihanna's Grammy-winning "Umbrella,'' good luck getting those lyrics out of your head. What Totes heard was opportunity knocking when Def Jam Recordings, preparing to release the single, suggested the company create a product line with the then up-and-coming songstress.
Kristen Stary, category director-rain products at Totes-Isotoner Corp., "thought it was a great opportunity to reach a younger demographic.'' The umbrella line, available at Macy's and totes.com, launched in summer 2007. A second line made its debut last February.
"We put one umbrella online as a soft test and couldn't keep it in stock,'' ...