Woolrich, PA–Apparel manufacturer/marketer Woolrich hopes to appeal to a younger demographic with its rollout of apparel for boys this fall. The new products will be available online and by catalog Sept. 1, the drop date for the company’s fall book. The line will also be tested in some of the company’s outlet and retail stores.
“Woolrich has always been targeted toward an older demographic, and we hope to incorporate more of a family dynamic with the new line,” says online marketing director Valerie Kamarnicki. The boys apparel includes pants, flannel shirts, wool sweaters, fishing vests, and outerwear. “Many of the products will have the Woolrich look and feel but at the same time will have more of a youthful appeal to them,” Kamarnicki says.
Woolrich has no plans as of yet to launch a girls line, Kamarnicki says. “Right now we’re turning the idea over in the back of our minds,” she says. “But our primary demographic is men, so it will be much easier to follow in our traditional line and offer a boys line.”