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Article: Dress shirt brand war heating up. (men's clothing)
- Article from:
- Daily News Record
- Article date:
- August 25, 1989
- Author:
CopyrightCOPYRIGHT 1989 Conde Nast 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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DRESS SHIRT BRAND WAR HEATING UP
NEW YORK -- Branded dress shirt manufacturers are graduating from Marketing 101 in record numbers.
Dress shirt company executives say competition is so tough that it's not enough to create a good product, place it in retail stores and forget about it.
They now have to do battle on a variety of levels:
* Educate their retail accounts about the line and about the particular quality features of their shirts;
* Motivate the floor salespeople to actively sell their shirts;
* Create excitement at point-of-sale, usually through a combination of fixturing, packaging and in-store videos;