Roaman’s ‘R’ Accessories

Jul 26, 2007 2:49 AM  By

Plus-size women’s apparel merchant Roaman’s aims to make its mark in the accessories category with the launch of a signature collection of iconic logo bags, shoes, scarves, and watches.

The cataloger will incorporate the Roaman’s “R” logo into its accessories line starting this fall in an effort to leverage its brand awareness, says Stephanie Sobel, executive vice president of the special sizes group for Roaman’s parent company, Redcats USA.

Roaman’s has been selling accessories with its apparel for more than 70 years, but the line has evolved from a “more dowdy” collection into a more stylish assortment, Sobel says. The idea of showcasing the logo is to bring the brand to the top of working women’s minds, in hopes they see the collection on the street on the way to, from, or during work, and drive them to the Website, she adds.

“We think it’s so important to bring brand awareness to Roaman’s,” Sobel says. “With the Internet being so important a vehicle to us, and a younger audience gravitating towards the brand, we feel the timing is right to make a statement.”

The signature collection will appear in Roaman’s fall catalogs. The company will expand the line based on customer feedback, Sobel says, adding that the development of the logo accessories was a “customer-driven initiative.”