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BRAND BUILDING
Peerless Puts Muscle Behind Tallia Orange
Tailored clothing giant branches out with own updated label.
Peerless International puts its muscle behind updated clothing label.
Peerless international has built a $500 million-plus business manufacturing tailored clothing under license for some of the industry's top brands, including Lauren by Ralph Lauren, Calvin Klein, Michael Kors and DKNY. But despite its more than 90-year history, the Montreal-based company owned by Alvin Segal and one of the largest clothing manufacturers in the world, has never produced its own branded label.
All that changed two years ago when Tallia Orange was born.
The brainchild of Ronnie Wurtzburger, president of Peerless and the face of the company, Tallia Orange provides European sensibility at moderate prices, something Wurtzburger said did not exist in the midtier.
For example, Tallia suits are promoted at $295 for polyester-viscose blends and $395 for worsted wool three-piece models. There are also sport coats that retail for $199 on average, dress shirts are $75, neckwear is $49.50 and outerwear sells for $165 to $295. A fancy military peacoat retails for $325 and is the line's most expensive piece.
Although rooted in tailored clothing, the line is targeted to be sold in the men's designer collection area at department stores. Its primary distribution is at Macy's, which launched the collection in spring 2009. It is also sold in specialty stores including Boyds in Philadelphia, where Wurtzburger said a Tallia velvet blazer sat between Gucci and Etro, but ours was $295.
Ken Gushner, co-owner of Boyds, said the line was introduced three seasons ago and performs very well. We merchandise it in our contemporary clothing department, where it hangs with DKNY, Hugo Boss and Halston. It brings color, fun and a whimsical spirit to a dull category all at a very accessible price point.
A hallmark of the brand is its orange point-of-sale efforts. Mannequins, hangtags, hangers, rugs, graphics all are in a bright orange hue that stands out on the selling floor.
Ronnie fell in love with Isaia's red mannequins at Saks, said Suzanne Anderson, creative director for Peerless. Anderson said when Tallia arrives on the selling floor and is merchandised with the other suits, the orange hangers stand out in a sea...