Seattle, WA- March 16, 2010
When President and CEO Joe Morelli began his tenure at American Legend in 2008, he did so with a plan in mind - to extend the Blackglama and American Legend brands beyond the realm of just fur. Within two years, his vision has come to fruition. Last month, Morelli detailed his strategy during a presentation entitled "More than Mink," before a standing room only audience of more than 500 buyers, retailers, manufacturers and ranchers.
Initially seeking to capitalize on the global recognition of the Blackglama brand within the luxury arena, Morelli envisions potential product classifications that would create year-round opportunities to connect with consumers.
"More than Mink" defines the objectives and ideas behind the brand extension initiative. Morelli shared his insights and reasoning while communicating that after extensive market research throughout the world's influential markets, it became clear that there was an opportunity to further expand the Blackglama brand's reach into the related world of luxury fashion.
Suggested products include handbags, sunglasses and perfume, as well as mink-lined accessories and clothing. These components will present consumers with a year-round opportunity to wear the Blackglama brand, stretching beyond just the colder months of the year.
"I am very excited about the potential of our brands, and I feel that the Blackglama brand has the opportunity to become a part of our consumer's lifestyle 365 days a year," said Morelli.
Emphasizing the importance of this distinction, Morelli detailed the positive, multi-layered benefits the "More than Mink" initiative imparts to the entire fur industry.
A prototype of a Blackglama boutique retail store was also unveiled during the presentation. While Morelli was careful to point out that ALC has no intention of opening their own stand alone retail fur shops, he explained that the model will help to showcase how retailers could potentially utilize the new product lines in their retail environments.
In presenting the retail store, Morelli explained the importance of a diverse product portfolio; one that provides a year-round opportunity for consumers to access the Blackglama brand. The new Blackglama products will help to elevate the Blackglama brand, bringing premiums to the entire supply chain from the bottom up.
This experience will also be vital for Blackglama's sister brand, American Legend, which will undergo a similar phase of brand extension.
While no definitive launch date has been specified for market entry of the Blackglama products, they could debut in stores globally in early 2011.