New Pillowtex ceo spells out initiatives
By Staff -- Home & Textiles Today, 8/9/2002 4:58:00 PM
Kannapolis, NC — Pillowtex ceo David Perdue addressed many issues facing the major mill during the company's second quarter conference call yesterday - its first since emerging from Chapter 11 on May 24 — including the lack of brand focus for its four major brands, sourcing, marketing and being more proactive for its retail customers.
Pillowtex is working to create clear brand identities for its Fieldcrest and Cannon labels. Although "a couple of new things" may be ready by the upcoming October home textiles market, the real impact of the changes won't be apparent until the second half of 2003, Perdue said.
"We'll start with the consumer," Perdue said, then the company will translate and integrate the information gained into product innovation and a fully integrated marketing program. He added that everything would come to fruition and to life in the retailing space and at the point of sale.
To that end, Perdue added that he would like to see anywhere from 4 percent to 7 percent of Pillowtex's net revenue applied directly to its marketing efforts, addign that there are "lots of creative ways to reconnect with our female customers."
Perdue also said that Pillowtex would find the right sourcing balance in the future, a balance that the company currently doesn’t have.
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