Rider's mass momentum

Welsh, Alice
January 1995
WWD: Women's Wear Daily;1/19/1995, Vol. 169 Issue 12, p8
Trade Publication
Reports on the plan of Lee Apparel Co. to expand its Riders mass market denim brand. Signing of licensing deals with Kikomo Ltd. and VF Corp. for new product categories; Factors that influence the company's decision; Marketing strategy.


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