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: (1) perceptions of the brand portfolio relative to competing brands such as OshKosh and Carter’s; (2) opinions of the company’s sales & support functions; (3) opportunities to deepen relationships with existing retailers; and (4) any negative perceptions of the brand which might hinder future sales growth.