Word: womenswear
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Dates: during 1980-1989
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...perhaps inevitable that Lauren would eventually try his hand in the challenging womenswear market, but his touch proved less sure there. His first tailored shirts for women, in 1971, were a success. Nonetheless, his initial attempt at a full line of womenswear in 1972, inspired partly by British riding clothes, was deemed too unsubtly imitative of menswear lines. Critics were startled and yet intrigued. "A phenomenon to bewilder anthropologists," sniffed The New Yorker...
...designer quickly became something of a champion for well-bred suburbanites who felt manipulated by European couturiers. "Nobody is impressed with elaborate clothes anymore," he declared in 1974. "A girl who is solid doesn't want to be known as a fashion lady." Today his quietly elegant womenswear collections bring in about $210 million at retail...
...bring to Polo/Ralph Lauren an expertise in making a particular generic item, to which Lauren adds his design, packaging and promotional ideas. His 38 manufacturers produce virtually everything but Lauren's top-of-the-line Polo menswear. The largest licensee is Cosmair, for fragrances, followed by Bidermann Industries, for womenswear. Lauren retains a final say, which he zealously exercises, over the end products. Recalls Clothing Executive George Ackerman, whose company, Warnaco, makes some of Lauren's moderately priced Chaps menswear: "A few years ago we did a safari jacket with copper snaps. Ralph loved the jacket but hated the snaps...
...work and not worry about being hungry until it's time for lunch." Johnson & Johnson is currently pitching its baby-oil, baby-powder and baby-shampoo ads directly at adults, often with the help of endorsements by sports stars past their 20s. Ad copy for Levi's Womenswear reads: "I wear Bend Over clothes every place. I'm old enough to know what I want. And young enough...