Situation:

VF Playwear, Inc. a subsidiary of VF Corporation was considering a sale of its Healthtex business unit. The Healthtex brand, which had been marketed since 1921, was presumably one of the most well-known and highly respected national children’s wear brands in the United States. The brand was positioned as a higher-end, premium line, associated with high quality, durability and modern styling.

Ameridan’s Role:

Ameridan was engaged to explore how decision-makers at key retailers viewed HealthTex and its brands.

More specifically, the client wanted to understand:

• Perceptions of the brand portfolio relative to competing brands such as OshKosh and Carter’s;
• Opinions of the company’s sales & support functions;
• Opportunities to deepen relationships with existing retailers; and
• Any negative perceptions of the brand which might hinder future sales growth.