Perry Ellis International, Inc. announces the launch of a full updated traditional sportswear collection under its Savane brand. The expansion builds on the brand's success as an innovator in the men's bottoms business, with the addition of shirts, suit separates, sport coats and other key items to the brand's current extensive offering of performance khakis, dress pants, denim and walk shorts.
This full lifestyle expansion was initiated based on the brand's rapid growth and requests for a wider array of Savane products from consumers who are loyal to the brand. PEI views the expansion as the natural extension of the continued commitment to produce broad, all-encompassing menswear performance apparel designed to complement and simplify a man's multifaceted life and busy daily routine.
Success of the Savane brand is based on our approach to menswear design; performance, comfort and innovation. These three pillars will remain the focus for all new initiatives for the brand. Innovation from the highly successful Savane pants line will be rolled out into sports shirts, suit separates, and sport coats, including the Travel Intelligence line, featuring superior no-iron performance with next generation Crush Proof technology for ultimate wrinkle resistance and recovery.
Meanwhile, the brand continues to make the inclusion of "out of sight" comfort elements a key cornerstone of their product development, creating more comfortably fitting garments with no compromise on style. Additionally, there will also be expansion of the Savane Eco Start earth friendly, sustainability driven products that feature Unifi's recycled Reprieve yarns.
"Savane is one of the fastest growing businesses in the PEI brand portfolio," said Oscar Feldenkreis, president and COO of Perry Ellis International. "Our success and significant growth provides our key retail partners with a successful brand platform and the confidence to invest in new categories for an even wider profile to meet consumer needs."
Supporting this brand expansion is a marketing strategy that is designed to reach and engage the consumer in new ways, leveraging a media plan that balances branded point of sales presence, traditional print advertising, (including ESPN Magazine) and strategically targeted digital efforts.
The current campaign, shot by respected fashion photographer Todd Norwood, focuses on an overall "Sports/Athletic" aesthetic, with a high energy, clean, clear graphic approach.
An in-store marketing launch of the Savane Eco Start chino produced a tremendous win, generating great results at retail and garnering recognition within the advertising industry, earning a 2014 Silver Addy award from the prestigious American Advertising Federation in the category of Sales Promotion campaigns.