Word: timberland
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...repositioning of its merchandising and image. The Sears strategy, highlighted in a terrific ad campaign for "the softer side of Sears," has brought back women customers who had defected. Shoppers of both sexes are crowding into Sears' 820 stores this Christmas for everything from brand names like Sony and Timberland to newly stylish private labels such as Canyon River Blues denims and Circle of Beauty lipsticks...
...American employees of Nike conduct weekly inspections of suppliers' factories in Indonesia to check on working conditions. Such measures are not foolproof, but they represent a major effort to make a difference. Levi Strauss dealt with the question of labor rights by pulling out of China altogether in 1992; Timberland did likewise this year. But many U.S. corporations doing business in Asia have not even thought about the need for a code...
RETAILING: Timberland Gives Nike the Boot...
...Timberland's time over? Not at all. "People got overly euphoric and the stock got ahead of itself," says Laurence Leeds Jr., who watches the company for Buckingham Research in New York City. "Its decline is minuscule compared to its rise." The Swartzes own some 60% of Timberland stock, which makes it thinly traded and therefore highly volatile...
Jeffrey Swartz says Timberland will continue to stress its down-to-earth image. "There are times when our brand will be fashionable, and there are times when it won't be," he says. "But even when our brand is fashionable, it's still going to rain, and even when our brand is not fashionable, it's still going to be cold." Clearly not out in the rain or cold: the Swartz family, whose stock is worth $489 million...