TravelSmith launches new fashion apparel brand - 'IOS'

02 Feb '06

2 min read

Catalog and online apparel merchant TravelSmith brings a new viewpoint to an underserved portion of the fashion apparel market with the launch of new brand, IOS(R).

Christine Harrison, Vice President of Merchandising, said, "Our goal with IOS, which stands for Individual Original Style, is to create a line of apparel that allows our customer to express herself in a distinctive and creative way.

Our target customer, the 40-55-year-old woman, is confident, vibrantly alive, and responsive to color and artistry in her attire. She craves unique clothing that is beautiful, expressive, and flattering to wear. Our goal is to give her just that."

A new 48-page catalog shot in Puerto Vallarta, Mexico, showcases the IOS(R) line, organized thematically by color to portray the emotion and artistry in each piece.

Betty Fields Segars, Director of Product Development, explains, "By arranging the catalog according to color themes, we allow our customer to zero in on what works for her and easily build a wardrobe of artistic pieces around key items. All of the artwork used in our clothing is original, one-of-a-kind. The fun is in putting the outfit together in a way that highlights her own individual style."

Vivid, imaginative tops mix-and-match with basic tees, camis, bottoms, and layering pieces. Distinctive, eclectic jewelry, belts, and sandals complete the inspiration.

For spring 2006, the IOS(R) line of easy-to-wear, flattering silhouettes covers the entire color spectrum, reflecting the moods and beauty of nature in sea blues, earth tones, and tropical hues.

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