Esprit plans U.S. comeback, widens focus to grown-ups

Headnote

Clothing label creates ad blitz, standalone shops

THE ESPRIT BRAND for young women today likely resides somewhere in the mind next to Duran Duran and teased hair. But the label is banking on recapturing popularity among those who remember it fondly, by making a big U.S. homecoming with more than just junior offerings.

The joint European/Asian Esprit Holdings reacquired the rights to the Esprit trademark in the U.S. last year, and plans to introduce the name here with its own global print campaign and increased ad efforts from a series of licensed partnerships.

The initial ad blitz this fall,...