Weatherproof to extend brand into outdoor furnishings
Casual Living Staff -- Casual Living, 4/16/2012 8:43:18 AM
The Weatherproof Company, established in 1948, is a fashion, technology and quality-driven apparel manufacturer. To establish itself as a true lifestyle brand the company is targeting its natural extension into outdoor home furnishings products through a brand extension initiative."Weatherproof has a core competency of technologically advanced outerwear, sportswear, footwear, backpacks, luggage, travel accessories, cold-weather accessories, rainwear, umbrellas and loungewear for women, men and children. Because of its highly regarded design capability and advanced product technology we believe Weatherproof is ideally suited for the natural extension into outdoor furniture, fabric, lighting and accessories, paint, deck stain, etc," said Kerry Glasser, the New York based licensing consultant collaborating on the initiative.
The brand embodies American style with European-inspired designs, combining it with the use of microfiber technology and water-resistant fabrics to make collections as wearable as they are functional. Weatherproof is distributed in approximately 3,000 stores across the United States, including Nordstrom, Lord & Taylor, Macy's, Dillard's and other major department stores.
The Weatherproof brand has been known for its unique marketing efforts. Of recent note, they showcased a photo of President Obama wearing a Weatherproof jacket on the Great Wall of China. By placing the image of the sitting President on a billboard in Times Square, the company garnered over 1.7 billion impressions worldwide.
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