Word: casualwear
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...says. Esprit is plotting to replant and revive itself on its former home turf with new stores and a long-term investment plan. To succeed, the company must battle for the fickle American shopper with such entrenched chains as H&M and Banana Republic in a very crowded, hypercompetitive casualwear market. "They're inhabiting the middle of the pack, and it's going to be tough for them to break out," says Steve Harty, chairman of the New York City office of ad agency BBH. Consider the Gap, which is struggling mightily to find its fashion mojo...
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