Cheap North Face is trying

It's extremely popular black for woolrich inc

Woolrich, pennsylvania.For pretty much 170 years, the woolrich name has long been equated with rugged outdoor wear:Woolrich blankets kept troops warm in civil war, and its outfits went with an antarctic dispatch.

Then came competition.Vegetable and eddie bauer.Patagonia, columbia, i would say some sort of north face and timberland.

The family owned company in the mountains of central pennsylvania Cheap North Face is trying to shake its stodgy image with out sacrificing its red and black checkered tradition.

Woolrich promotions are appearing on the discovery channel, and in out and men's journal.A new york design team is establishing North Face UK: products.Cocoa and eddie bauers, the company is pushing the woolrich name for the first time.

"All is here brand now, said woolrich ceo roswell brayton jr, a 47 year old harvard higher educatoin institutions graduate. "You can't just make a top quality product and hope word gets out there word of mouth,

It is not a matter of that brand recognition;The woolrich name is specially well known among the 40 and older set in the northeast, area and northwest.But the company wants to win over the 20 to 35 year olds who pursue an outdoor lifestyle and the folks trying to fit the part.

All ready, the approach looks working:Although it won't disclose precise figures, the privately held company has enjoyed back to back years in the black after experiencing a few years of losses.

Woolrich's lower roots date to 1830, when john rich founded an additional to make fabric for wives of hunters, loggers in addition to trappers.But after enjoying standing during the camping craze of the 1970s, the outdoor clothing markets grew crowded in the 1980s, and woolrich lived through.

"I think theProblem we were havingPrior to was we were a company that was built on a basicProduct, said rich insley, v.P.Of merchandising. "Parkas, flannels, wool tt-Tee shirts, staple everything.All the members that were building their own brands were starting to do their own instead of buying from woolrich,

Brayton confesses,"We were being all but abandoned,

Appearing as part of 1990, the particular laid off half of its 2, 600 working people.Six plants in california, co and nebraska closed from 1990 95.

Much of that work has now use mexico, where workers assemble clothing from fabric grown at woolrich.Nowadays, 40% of their products are produced abroad, 40% are bought as finished products from other creators, and 20% are built at woolrich plants.

Firm now employs about 1, 400 girls, down because of 3, 000 withinside 1988.

"We have gone from being primarily a making company to primarily a marketer and distributor, brayton documented.

Woolrich has added 24 retailers since 1990, and the particular organization is considering a retail web site and a catalog.

"Who is a retail outlet, who is a make, who is a distributor those lines have grown to be so blurred, brayton discussed.Vegetable, eddie bauer, they had been our customers, and they usually still are.But they are also our competitors because they've become brands,

And so do patagonia, columbia, those north face and timberland.

"When i started here 22 yrs ago, there were a small percentage looks available, proclaimed howard solomon, coats buyer for i.Goldberg with philadelphia. "They were all pretty a very similar.You had your basic armed forces pea coat, your bomber hat, this snorkel parkas.Today coats styles are so broad,

Woolrich is working to catch up with competitors Rcorner that had been marketing and retail oriented from the start.

"Until just last year, were a build the company one brick at a time company that has not put as high a percentage of money into marketing as our competitors, brayton assumed.He knows that will not work anymore.So woolrich is making its name more visible on its clothing and trying to separate out its traditional products from the competition's.

Rather then producing reams of plain flannel shirts, they already have added new designs.They have success with polartec fleece products.Blankets once thought of precisely for hunting cabins are softened to make shoppers think of home.

They get also pitched their clothing to hollywood:Disney prepared its actors in woolrich gear for"The mount whisperer,

For your effort to grow and change, woolrich continues loyal to standbys, which include the arctic parka.That hat, long a roaring success at home, has been a hit in italy keeping the two apparel plants in missouri busy.

"We a few losing years there, and we've it in the plus category now, insley menti one d. "It's been a pretty big turn-Around,

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