A 1960s campaign brought bulldogs onto ties
Aug 29, 2015 || by eayana
Truckmaker to launch national clothing line with its bulldog logo
Following the lead of Harley Davidson and Jeep, canada goose uk shop Mack Trucks will try to cash in on its all American image by selling clothes with its bulldog logo.
Mack of Allentown has signed a licensing agreement with two New York City apparel industry heavy hitters. The goal is to sell $60 million canada goose factory outlet of Mack canada goose shirts, hats and even underwear at department stores nationwide next year.
While that might https://www.rkliedtke.de seem ambitious, consider that Jeep sells more than $500 million in merchandise annually, while Caterpillar rakes in an estimated $800 million for clothes and various items in a year.
“Mack is an American icon,” said Barry Wishnow, who formed the venture with another fashion veteran, John Canada Goose online McCoy, to produce and sell Mack items. The canada goose store fierce looking bulldog trademark can be marketed across the country, he said.
“We think Harley Davidson when we look at motorcycles, and John Deere and Caterpillar when it comes to farm equipment,” Wishnow said. “They’ve become fashion.”
Mack, a maker of highway, construction and garbage trucks, has sold merchandise bearing canada goose outlet in usa its logo for decades. A 1960s campaign brought bulldogs onto ties, belts, shirts and hats. The company continues to sell clothes, coffee cups, ashtrays and other items at shops in its Allentown headquarters and Lower Macungie Township plant, as canada goose uk black canada goose outlet friday well as through a catalog.
The deal announced Friday, however, might be Mack’s most ambitious licensed merchandise plan. Penney and Kohl’s. And the goal, besides promotion, is to make big money.
Wishnow has had a variety of positions, including president of canada goose outlet uk the men’s division of Calvin Klein in the early 1990s and chief executive officer of Hugo Boss USA. McCoy has been senior vice president for Pierre Cardin and canada goose outlet black friday canada goose outlet is now president of Components by John McCoy. Their new company to sell Mack goods is named Johnny M.
“We will sell canada goose outlet reviews items for men, women and children in all categories except shoes,” Wishnow said, noting there is a Mack brand shoe not affiliated with Mack Trucks. “We will also offer cloth and leather bags.”
At least one marketing expert canada goose outlet toronto factory questioned the goal of selling a Mack clothing line. Lynn Upshaw, canada goose outlet new york city who canada goose factory sale owns a brand consulting firm in San Rafael, Calif., said he was unsure how the clothes will directly benefit Mack.
Branded clothing serves as a kind of advertising for consumer focused companies such as canada goose black friday sale Harley Davidson, which sold more than $200 million in apparel and merchandise last year. But Mack wouldn’t get that benefit because it doesn’t sell its 18 wheelers to the public, Upshaw said.
“I have to question what the purpose to this would be, other than an ego trip,” he said.
That said, Upshaw believes Mack has some degree buy canada goose jacket of public recognition and loyalty, though it doesn’t approach the cachet of Harley or John Deere.
Mack, in Allentown since Mack brothers Jack, Augustus and William moved their truck company from Brooklyn in 1905, has one of the most identifiable brands in the canada goose outlet store world. It is now owned by Volvo of Sweden.
“We at Mack know the power of our brand image extends well beyond the world of heavy duty trucking,” Mack President Paul Vikner said in a release.
Mack will try to follow in the footsteps of companies such as canada goose outlet parka Jeep, which has stamped its name on items from baby strollers to watches.
“If you have a strong brand, you want to go beyond the core product,” said Dave Rooney, Jeep’s director of cross brand marketing.
“The brand becomes a symbol of a lifestyle. Enough of the equity transfers to other products. It becomes unpaid marketing for us. It’s exposure that reinforces the brand. But it has canada goose outlet nyc to be a natural appeal.”
Randy DeLillo, manager of merchandising and licensing for Mack, has had success with other licensing deals. He’s signed an agreement allowing Dale on the animated Fox TV show “King of the Hill” to wear a Mack baseball hat. He also has worked on a deal canada goose black friday sale for Matchbox to make Mack trucks, and dreamed of opening a chain of Mack restaurants.