Du Pont slips into Web sales by selling toeless Lycra hose

Cardona, Mercedes M.
March 2000
Advertising Age;3/13/2000, Vol. 71 Issue 11, p32
Trade Publication
This article reports on the plan of textile manufacturer Du Pont Co. to market a toeless hosiery made with its Lycra fiber in April 2000. The company has no plans to become an apparel retailer, but the toeless hose proved an appropriate way to promote the use of Lycra among apparel companies and consumers, said Linda Kearns, global brand manager for the synthetic fabric. The idea for the Lycra promotion came to Ms. Kearns during a recent trip to Brazil, where a local colleague introduced her to toeless hose. Du Pont will support the effort with online promotions and public relations efforts from Lycra advertising agency Saatchi & Saatchi Business Communications, Rochester, N.Y. and public relations agency Rowland Co., New York.


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