Word: apparel
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Although independent observers have yet to visit a factory that produces Harvard apparel, Wu Hongjun, a manager at Shanghai Goldluck Necktie, was willing to describe general conditions in factories...
...Ning Sports Goods, China's largest athletic-shoe and apparel company, built brand awareness the same way Nike did--by getting a revered athlete to hawk its products. But while Nike had to hand over millions in endorsement fees to basketball superstar Michael Jordan, Li Ning Sports Goods just put its eponymous chief executive in front of the cameras. Li Ning, a former gymnast, won the hearts of millions of Chinese when he took six medals--three of them gold--at the 1984 Los Angeles Olympics. Since he founded his company in 1988, Li, 39, has doubled as its spokesman...
...marketing success in the athletic-shoe business: find a major sports star, sign him to a hefty product-endorsement contract, and watch the cross-trainers fly off the shelves. For 13 years, Beijing Li Ning Sports Goods applied that formula, becoming China's largest athletic-shoe and sports-apparel brand?without blowing big bucks on superstars. Why were they spared the expense? Because the founder and chairman of Li Ning Sports, champion gymnast Li Ning, is also the company's chief spokesman. Li became a national hero to millions of Chinese after he won six medals?three of them gold...
...years; profits were $8.5 million last year on $108 million in revenue. The numbers may not sound impressive?Nike's 2001 global sales were $9.48 billion?but it's a good showing in a developing economy with a highly fragmented market of more than 4,000 sports-shoe and apparel makers...
...objects were banned on airplanes, worldwide sales of the handy gadget dropped an estimated 30% but rebounded several months later, says Urs Wyss, marketing director of Victorinox, the biggest Swiss Army knife manufacturer. Buoyed by the knife's success, the Swiss Army line has morphed into watches, travel gear, apparel, cutlery, pens and eyewear. Victorinox's U.S. distributor, Swiss Army Brands of Shelton, Conn., opened its first retail store in New York last October selling rugged, no-fuss clothing and accessories. "Our designs are comfortable, practical and sturdy, appealing to people who lead active outdoor lives," says Thomas Lupinski...