Li & Fung Ltd.s LF USA division has teamed up with Skechers USA Inc., to sign a licensing deal to produce mens and womens apparel and accessories under the Shape-ups, Tone-ups and Skechers Resistance brands – three lines of shoes intended to enhance the physical benefits of walking or running.
Its one of the biggest launches that weve done so far, said LF USA president Rick Darling. The [footwear] brand is in thousands of doors. We think that the apparel, marketed properly and marketed along with the Skechers people, will be positioned right alongside of it.
The line will be made by LF USAs Regatta division and a new team will be assembled. Although it has yet to be developed, Darling said the collection would follow in the spirit of the footwear.
To some degree, we think theres a whole new category of apparel, Darling said. Its more movement wear. Go beyond just performance. Think about garments that enhance body shape, garments that actually tone. Apparel that not only makes you feel good about yourself, but allows you to participate in these activities that are not traditional gym activities. Women today are beginning to get into things like [Latin-dance workout] Zumba and pole dancing, all these kinds of alternative ways to get fit.
Li & Fung last year acquired the Oxford Apparel Group from Oxford Industries as well as Jimlar Corp., which owns the Frye trademark and produces shoes for Coach and Calvin Klein. The production giants Music Entertainment Sports Holding unit will launch Jennifer Lopez and Marc Anthony lines at Kohls for fall.
We are acquisitive in terms of our business model and we are aggressive about getting new licensing relationships, Darling said of the various deals.
