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Form + Function, Fit Philosophy of Rafaella for Women

Nov '07
Rafaella Apparel Group Inc the better women's collection known for career and casual sportswear announced that the company is strengthening the positioning of its brand platform with a multi-faceted strategy that focuses on RAFAELLA's core legacy of the prefect fitting pant to create and market innovative products that perform for the way women live for work and for life.

To support the reinvention strategy, RAFAELLA has partnered with Graj +Gustavsen, an award-winning branding and marketing firm, to introduce Form + Function, a new marketing, packaging and advertising campaign that celebrates the brand's legacy of superior fit and fabric innovation as well as introduce two new brand extensions, R2 and ellajeans.

The company's product direction will highlight the RAFAELLA mission of "Form + Function" by focusing on expanding the "Fit Philosophy" with fabric innovations, updated design and clear branding that will help women decide what works best for their lifestyle and body type.

RAFAELLA CEO Christa Michalaros, who early in her career spent 18 years working at Liz Claiborne Inc remarked, "Liz revolutionized the career woman of the late 70's and 80's; she was always practical and focused her designs for the real needs of a woman. This is our inspiration in providing innovative clothing that performs for the way women live for work and for life."

The two new brands, R2, a collection of hybrid sportswear; and ellajeans, a refined denim-based collection for the modern entrepreneur; will mix with existing product to better help women define what to wear for every aspect of their lives.

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