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Boardfolio.com:
The Surfer's Directory >> Surf
Industry Press Releases
Reef Launches Full Swim, Sportswear and Footwear
Lines for Girls
Carlsbad, CA (June 19, 2007) – Reef
is thrilled to officially announce the launch of girls’ swim,
sportswear and shoes. The spring 2008 line will debut at the upcoming
Miami Swim Show, followed by ASR and Surf Expo. Catapulting Reef
to unprecedented heights, the Reef brand’s first head to toe
program for girls will first hit retail in late 2007.
The launch of the Reef girls line marks a major milestone in the
company’s rich twenty-three year history. It is the first
major category extension since the women’s sandal line debuted
in 1998, and the men’s apparel line in 2003.
“Launching Reef girls’ swim, shoes and sportswear categories
has major implications for our brand,” comments Reef VP of
Marketing, Kevin Flanagan. “We have evolved from a sandal
company, to a year-round resource for footwear and apparel.”
The Reef girls’
line will be positioned amongst other tier one, surf lifestyle brands
with a design direction for the style conscious, 17-24 year old
girl who is seeking a fresh take on surf fashion.
Reef girls’ Brand
Director, Trish Hegg adds, “We want to reach the girl that
is immersed in the surf and beach lifestyle, but doesn’t necessarily
identify with the junior lines currently at retail. The styling
is in tune with the Reef brand’s heritage with an added chic
level of maturity and style that will pleasantly surprise our consumer.”
The girls swim program
will anchor the new girls product lines. Silhouettes range from
fashionable bandeau, triangle and halter tops using unique Reef
prints, to more active geared bikinis, board shorts and cover-ups
that showcase the new Reef girls logo. The line will be sold as
separates in a ‘Brazilian cut’, as well as a more standardized
‘You-niversal cut.’
The sportswear program
is filled with flirty sun dresses, dainty woven tops, jumpers and
shorts. Versatility is key with pieces designed for layering, as
well as styles that can easily be dressed up or down for the beach
and beyond.
Closed toed footwear
completes the third portion of the Reef girls’ launch. The
line includes a smart mix of classic slip-on vulcanized shoes, ballets,
mesh runners and espadrille trimmed casual walk shoes that instill
the comfort and quality Reef is famous for.
As Reef launches girls’
swim, sportswear and closed toe shoes onto racks this year, Reef
is also proud to announce the addition of Tandi South as the Reef
girls’ National Sales Manager. South brings 20 years of surf
industry sales experience to the Reef girls’ team. Her focus
will be on assisting the Reef sales force during the launch, as
well as managing the successful girls sandal business.
South brings a wealth
of industry experience to Reef having handled key, west coast accounts
for Warnaco’s designer swim divisions for seven years. Most
recently, South comes from Roxy where she managed key accounts for
the last five years.
See the Reef brand’s
first head to toe girls program this summer at the following tradeshows:
Bread & Butter
– Barcelona, Spain (July 4th - 6th)
ISPO - Munich, Germany (July 8th - 10th)
Miami Swim Show – Miami, Florida (July 11th - 15th)
ASR – San Diego, California (September 7th - 9th)
Surf Expo – Orlando, Florida (September 14th - 16th)
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About Reef
Reef is one of the premier action sports
brands in the world, and exemplifies the cool and casual attitudes
of today’s youth driven boardsport market. Our brand is defined
by the elite class of athletes that represent Reef products, as
well as our core consumers who identify with the Reef brand’s
unique blend of surf, sensuality and irreverent sensibility. At
the core of the Reef brand are authentic, stylish, and comfort engineered
products for guys and girls that have appealed to the millions of
Reef consumers around the world since the company originated in
1984. www.reef.com
About the Company
VF Corporation is a leader in branded
lifestyle apparel including jeanswear, outdoor products, image apparel
and sportswear. Its principal brands include Wrangler, Lee,
Riders, Rustler, The North Face, Vans, Reef, Napapijri, Kipling,
Nautica, John Varvatos, JanSport, Eastpak, Eagle Creek, Lee Sport
and Red Kap.
VF Corporation's
press releases, annual report and other information can be accessed
through the Company's home page, www.vfc.com
Lora Bodmer, Deep Communications
lbodmer@wyoming.com
949.200.7134
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