1. CASHMERE'S CACHET.
- Author
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Hood, Sarah B.
- Subjects
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CASHMERE , *MARKETING strategy , *FASHION designers - Abstract
The article mentions the popularity of the luxurious wool cashmere which comes from the Asian mountain goat, chyangra. Karl Spilhaus, president of the Boston-based Cashmere and Camel Hair Manufacturers Institute, says "It's probably the finest animal fibre that's really in commercial production. It is also a finite resource--less than 20,000 tons annually--so you can't find a bargain in cashmere, any more than you could in gold or diamonds." The wool also makes great men's clothing. "The most common items are the cashmere sweater, the cashmere scarf and the cashmere sports blazer," says Larry Rosen, chairman and CEO of Canadian men's wear retailer Harry Rosen. Cashmere is so universally associated with luxury that it seems marketers will try to tie any product in with its allure. In 1999, Canadian paint company Sico Inc. launched a high-end interior latex line called Cashmere. Last year, Scott Paper launched a new toilet paper called Cashmere from Cottonelle. The company commissioned eight Canadian designers to come up with the "White Cashmere" collection for the launch of the toilet paper last August, their extravagant one-off runway creations got plenty of attention. Scott Paper now plans to change its brand name from Cottonelle to Cashmere by 2007. Toronto designer Tam Boyko of Heaven Cashmere was one of the contributing designers. Her shawl-collared women's wrap cardigan is the only piece from last year's White Cashmere collection that's available for sale.
- Published
- 2005