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Kellwood Company Introduces Online Retail Channel for Country- Inspired Shopper [Professional Services Close - Up](Professional Services Close - Up Via Acquire Media NewsEdge) Kellwood Company kicked off new strategic distribution channel with the launch of Mason & Belle, a country-inspired fashion brand and retail website slated to go live in August. According to a company release, Mason & Belle is designed to appeal to a country girl's point of view, combining on-trend fashion with down-to-earth attitude, and is the first in a series of anticipated moves by Kellwood to reach niche consumer segments. "Through detailed online research and community outreach, we identified a consumer base that was not being spoken to and created a destination uniquely hers. Mason & Belle is 100 percent digital, and is an online venue that communicates directly with a customer who identifies herself with country tastes, tones and values," said Graham. "We are solidifying Kellwood's position as the relevant, strategic, and executional platform that positions our brands to achieve global growth - driving Kellwood's unbeatable fast-fashion capabilities in juniors, and developing and growing the modern missy and contemporary businesses," said Kellwood CEO Lynn Shanahan. Kellwood Company designs, manufactures and markets a portfolio of contemporary fashion brands. ((Comments on this story may be sent to [email protected])) (c) 2014 ProQuest Information and Learning Company; All Rights Reserved. |