Kenneth Cole Productions, Inc. Launching In LatAM.

Kenneth Cole Productions, Inc. announced that it will launch the Kenneth Cole New York and Reaction Kenneth Cole lifestyle brands in Latin America beginning this Fall 2001. In a concentrated effort to continue to strategically grow the two brands globally, Latin America was the obvious next step, not only because of its proximity to the United States, but also due to the constant demands by local retailers and consumers for the products. The licensee partner for this new venture is Times Square Productions, based in Panama.

“We’ve noticed a strong demand for a universally recognized, contemporary designer to enter this market and provide urban lifestyle products for men and women. We plan to take our successful retail and brand formula and tailor it to the local environment of each country, while still remaining true to our retail product mix, high standard of service, design and marketing approach,” said Ellen Rodriguez, Vice President of International at Kenneth Cole Productions, Inc.

This rollout will initially target key countries in Latin America and the Caribbean. A 5-year plan consists of 25 freestanding Kenneth Cole New York stores with flagships in Venezuela, Mexico and Panama. These independent stores will be located in the premier shopping districts where there is a high volume of consumer traffic and will reflect the image of the renowned worldwide flagship store located at Rockefeller Center in New York. All products will be showcased for both men and women, including shoes and accessories. Prepared for the seasonal differences throughout Latin America, consumers will be offered lifestyle options consistent with the current season in their country.

In an aggressive effort to establish name recognition and build the brands, a similar advertising campaign to the U.S. will also be presented and tailored to each individual market on appropriate progressive media vehicles along with launch events surrounding key market entries and special store openings. To support the business, the Panamanian licensee will also open and operate showrooms in Mexico and Panama for the purpose of selling products at wholesale. Additionally, the company plans to wholesale key product categories such as footwear and handbags throughout Latin America.

“We have represented many important United States designers in Latin America and believe that Kenneth Cole will mark a new era in fashion for the region. Kenneth’s persona, approach to marketing and his savvy ability to mix current European and American trends will provide the Latin American consumer the best in American fashion,” said Dennis Olles, President of Times Square Production.