Expressions from Hallmark” will be created for mass merchandise outlets, including general merchandise, food and drug stores. The new line will feature inviting merchandising to make greeting card shopping easy.
Hallmark also announced that it will significantly increase support for its flagship Hallmark brand and will spend $175 million on advertising and promotion. The Hallmark brand will continue to be sold exclusively in Hallmark card/specialty stores and other outlets where Hallmark products are currently sold. The specialty store channel has been and will continue to be a critical part of Hallmark’s strategy, success and future, said Irv Hockaday, President and CEO of Hallmark.
Hallmark will also launch a retail store brand --Hallmark Gold Crown -- with national television, database and promotional efforts. A new Hallmark Gold Crown logo and the slogan, You’ll feel better inside, will strengthen Hallmark Gold Crown’s store positioning as the store for products that help people enhance relationships. Hallmark also announced that it has signed a five year agreement with Microsoft Corp to create exlcusive pesonal expression products. The companies will capitalize on their retail and electronic channels of distribution to market the new products.
Chris Miller, a founding partner of FIELDFLEX, has been appointed President of F.O. Phoenix’s FIELDFLEX division.
Our acqisition of FIELDFLEX directly responds to stated marketplace needs for consolidated POP services,” said Nicholas Romano, C.E.O., of the F.O. Phoenix Co.
Ms. Gill Alabaster joined L’Oreal in 1982, and had been serving most recently as Assistant Vice President Marketing, Color Cosmetics.
In her new position whe will oversee new product and shade development, advertising and promotions.
Giorgio Aire has been developed as a lighter companion to the original Giorgio scent. It shares Giorgio’’s famous stripes, although it is distinguished by its mint green and white striped box with pink accents.
The Aire collection, will be sold in fine department stores and will be suppported with an array of merchandising materials.
Week of: