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WestPoint Stevens Debuts Fall Line in U.S. Embassy in London

April 17, 2000

New York - WestPoint Stevens Europe debuted products from its fall collections at an unusual time and place. One month before Market Week in New York, the company invited European retailers to view items from its autumn Ralph Lauren Home Collection and Martex lines in the U.S. Embassy in London.

Company director of sales and marketing Frank Cox said the early presentation was part of a long-term strategy to get a head-start on each season's introductions. ''It's about staying ahead of the competition,'' Cox said. ''You not only have to have fabulous product, but it's important to complete delivery early so that you have a jump on sales. We'll gain about a month for the spring lines and at least two months for the fall lines.''

Although WestPoint Stevens has a showroom in Hertfordshire, Cox said that the prestige of the embassy was fitting for the occasion.

Cox said the display was deliberately curtailed. ''It was not a full presentation as in April Market Week in New York or Intohome in Birmingham in May, but a sneak preview, an indication of some of the trends we're envisaging for fall, and we're asking for the input of our existing customers on what they think we should go ahead with,'' he said. Cox also said that Westpoint Stevens' market week display will be drastically different from what it previewed at the Embassy.

Guests at the invite-only showing included European retailers such as Le Bon Marche, El Corte Ingles, Brown Thomas, Harrod's and John Lewis.

The show will become a biannual event, part of the company's drive to increase sales overseas and become a global marketing force.

Next year, Cox said the company will launch its fall line in early February and its spring line in early September. He said the early launches enable early deliveries after the winter and summer clearances in the stores. This way, the company can write orders and ship product ahead of the traditional cycle. F&FI


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