ATLANTA — Subscribing to the “find-a-need-and-fill-it” theory, the owners of the new GTA Apparel Group in Miami have made inroads into the moderate sportswear market with embellished casual dressing.
“Most of the coordinate sportswear lines that we hang are very structured and career-oriented,” said Ken Gerwit, chief executive officer of GTA, which manufactures the Barbara Gerwit line.
The line is named for its designer, who is Ken Gerwit’s wife. With basic silhouettes such as tunic tops, cardigans, pull-on pants and skirts embellished with embroidery and appliques, Ken Gerwit describes the line as a “poor man’s Escada.”
The GTA firm was incorporated last June by Gerwit, Victor Troncalli and Michael Albala. Troncalli is president and Albala is chairman. The three principals, along with Barbara Gerwit, were formerly with Peter Popovitch, a Miami moderate sportswear company owned by Mishy Sportswear.
Since the first collection made its debut last August, the Barbara Gerwit line has sold $9 million, triple an earlier projected first-year volume of $3 million. Gerwit estimated that sales should hit $15 million by August.
The line is carried in 2,000 specialty and department stores, such as Dillard’s, Nordstrom, and Jacobson’s Florida stores as well as catalogs and shopping clubs. All manufacturing is in Miami.
Aimed at an over-30, non-working woman, the resort-oriented line offers “a more mature woman a younger look,” said Gerwit. Fabrics are primarily cotton knit in bright colors year-round. Wholesale prices start at $14 for a shell top and go to $48 for a microfiber jacket.
Embellishment is the key to the line, said Barbara Gerwit.
“Every top has a special detail, from scalloped borders, contrasting trim, specialty stitching to more elaborate appliques and embroidery,” she said.
Gerwit designs and copyrights each embroidery pattern, in various motifs, from nautical to ethnic themes.
A best-selling cotton and polyester group, called “seascapes,” embroidered with seashell patterns, has sold over $1 million since its introduction in October.
In March, Barbara Gerwit will launch a series of personal appearances, as part of a marketing strategy to identify the designer behind the line. Gerwit’s photo is also used in ads, direct mail and point-of-sale materials.
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“The moderate market hasn’t promoted the idea of the designer behind the line before,” said Ken Gerwit.
In August, the company will introduce a new dress line.
“As with the sportswear line, we’ll focus on easy care, color and comfort,” said Barbara Gerwit. “That’s what’s important to our customer.”