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Gramicci aims to move consumer sales needle with Raha & Ramba
10
Aug '09
In these tough economic times, Gramicci knows new products need to be innovative and well priced to entice consumers to buy. That is certainly the case with proprietary fabrics being launched for Spring 2010 that build upon several innovations introduced by the manufacturer of durable, yet stylish, outdoor apparel last year, such as Evo-Tek and Re-Gen.

For next Spring, Gramicci has once again delivered fabrics that set the company apart from the competition and offer consumers organic options, including two new breakthroughs in the company's women's collection: Raha and Ramba.

Raha (the Swahili word for “joy) is a 100%-organic cotton that, unlike other organics, is super fine and silky for a beyond-soft feel and perfect for a variety of Jersey styles. Available in a wide range of colors, the Raha Organic Jersey collection includes A-line tees, hoodie tees, Hydra-Fit tees, tunic tees and V-neck tanks in solids or with various logo messages promoting the environment or peace.

Gramicci's Ramba Organic French Terry gives last year's popular terry fabrications a touch of stretch through the addition of Lycra. Ideal for yoga and other active pursuits, the fabric is a blend of 55% hemp, 43% organic cotton and 2% Lycra. This makes it a green choice, but also a comfortable stretch that will hold its shape. Ramba French Terry is used in wide leg pants, shorts, skirts and hoodies—all available in a variety of new colors and patterns.

Raha and Ramba are two examples of a total of 16 proprietary fabrics in the Spring women's lineup. “The collection is packed with multi-functional products that are stylish and colorful, yet durable and affordably priced, that will drive retailers' business,” said Marty Weening, Gramicci president. “The Spring line also reflects the continued expansion of products that fall into our hugely successful Greenicci collection of apparel made from organic, recycled or sustainable materials.”

Indeed, despite the penny-pinching shoppers must do, they are willing to seek out products that are certifiably green. The 2009 National Green Buying survey by Green Seal and EnviroMedia Social Marketing found that half of consumers are buying just as many green products now as they did before the economic downturn began and an additional 19% percent are buying more products than before.

Innovations such as Raha and Ramba are helping Gramicci post sales gains in a challenging retail environment. The Spring 2010 collection includes other breakthroughs for women and men, including an extension of the Evo-Tek line—a hit from last year—and a re-launch of the item that kicked it all off for Gramicci: the G-climbing pant.

Those booking an appointment to see the Spring 2010 collection will receive $50 donated in their name to Outdoor Outreach, an organization that takes inner city youth on life changing trips to the outdoors.

Gramicci


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