Word: fitness
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...Speedo isn't the only niche company seeking to expand beyond its base to the growing mass market in activewear. Under Armour, which began by making tight-fitting compression shirts for football players three years ago, is also wooing the nonathlete with a broader range of shirts and shorts with a more generous fit than their pioneering products'. Founded by Kevin Plank, a college football player who was looking for a dryer, better-fitting alternative to a cotton shirt to wear under his pads, Under Armour initially produced nothing but underwear. It wasn't long before athletes began looking...
...answer is yes. She is worth it if she connects to what the brand is about," says Demsey, citing Lauder's relationship with Gwyneth Paltrow (who signed with the brand in 2005 for several million) as an example of a good fit. "But there is something that happens. It commoditizes things when everything looks the same. They lose their uniqueness. That's why the selection of the celebrity and how they're presented make such a difference...
...someone is deciding to take a little time off, scale back, have children, it can fit very well into their 'portfolio of me,'" says Martha Nelson, managing editor of the People Group at Time Inc., publishers of PEOPLE magazine (a sister publication of TIME STYLE & DESIGN). "Uma Thurman took time out for a while when she had a few contracts [including one with Lancīme]. It was when she had very young children. It's a nice little income stream. And if it works out perfectly, it's also an enhancement. The level of photography for some of the campaigns...
Says Beattie: "Her classic glamour and formal elegance really fit with what we do. She's Welsh, but many people think she's Latin American or southern European, so she has an extremely wide appeal. Because she started on the stage, singing and dancing, she's engaging in front of crowds, and she has a genuine affinity for our products. It doesn't hurt or help us that she's in the T-Mobile...
Despite all these odds, Akris (an acronym from the name of the above-mentioned grandmother, Alice Kriemler-Schoch), based in the Swiss town of St. Gallen, has elegant women across North America praising its elusive balance of style, fit and quality. Women tend to discover Akris for themselves. Nicole Kidman spotted a coat in a store window on a Sunday evening and ordered it the following morning. Other fans include Susan Sarandon and Secretary of State Condoleezza Rice...