NEW YORK — T-shirts, sweatshirts and fleece jackets have long been the basics of collegiate sportswear. While any of those may be appropriate for game day, alumnae wishing to show their school spirit in more formal settings have fewer options, a problem Vesi Inc. believes will change with the introduction of two lines this fall.
The Cincinnati-based sportswear company’s Lady Vesi and Crable for Her lines will hit stores in late August and early September, offering upscale college-branded apparel tailored specifically for women.
“Nine out of 10 times, collegiate clothing for women has been [designed from] men’s sizes, so women end up wearing something that’s really a men’s [size] medium,” said Michele Pytlinski, a divisional merchandise manager in the company’s misses’ sportswear division.
According to Pytlinski, both lines have been designed specifically for women using features from better clothing lines. “We’ve paid very close attention to embroidery placement, taking into account how those fall differently on a woman than a man,” said Pytlinski. The lines will offer woven shirts, polos, outerwear and two bottoms, wholesaling from $20 to $60.
Lady Vesi is geared to the better market, selling at price points similar to those of Lauren Ralph Lauren or Tommy Hilfiger. Macy’s and Dillard’s have already placed orders, according to the company.
Crable for Her will be featured at J.C. Penney stores, wholesaling from $20 to $60 and retailing at price points comparable to Lands’ End offerings.
“Our target customer is the sophisticated alumnae,” said Pytlinski.
The Southern and Midwestern markets have already proven ripe, which is little surprise considering their penchant for large state schools and equally large athletics programs.
“The Tennessee market has been explosive for us,” said Pytlinski. “They bleed orange there.” Auburn, Georgia and Ohio State-branded apparel have also been strong sellers.
Vesi will soon expand beyond the college market. The company has inked a deal with Major League Baseball to offer team-branded apparel for Lady Vesi and Crable for Her starting in spring 2006.