Spa Frog

Aegean: Focus on Brand

Aegean Apparel’s Signature Applique Bathrobes are recognizable even to those not in the robes industry. The little frog butterfly and coffee emblems make these robes a perfect gift selection. But as the popularity of these novelty robes spread, the brand name was being lost, and Aegean is putting forth a branding effort to help people – both in the fashion world and out – connect the name with the robe.

“We noticed that with every product of ours, people would say ‘oh yeah, we have that’, or ‘we’ve seen those’, but couldn’t put our name to the product,” said Brianne Trappe, an Aegean sales executive. “So we’re doing a lot to nationally promote our products.”

A large part of the company’s initiative has been celebrity gift bags for award shows. Aegean Robes have been handed out at the Screen Actors Guild Awards, American Music Awards and an Oscar party held by Martin Scorsese. Jessica Simpson has received numerous robes and was pictured in US Weekly with a tag identifying the Aegean brand.

“There is an explosion of celebrities, and we started these promotions to increase sales,” Trappe said. “It’s so fun on the marketing side. We get great feedback from the stars, and it labels our product.”

Aegean has also moved its appliqués into other products. The company now produces sleepwear and home textiles such as matching bath towels, which will be added to the Madison Avenue showroom this month.

“Basically when we started in 1991 we were focused on bathrobes,” said Trappe. “But a way to stay in business is to match sleepwear to robes. The sales have been amazing; our sales increased so much.” The sleepwear collection began with tanks and woven bottoms and has since grown to include many silhouettes with embroidery and solids, all of course including the signature appliqué.

The company is also considering plans to move into sportswear, featuring shorts and matching tops. “It just makes sense for us to expand into these areas,” Trappe said. “The sleepwear portion of our business has exploded over the past few years, and our appliqués are so identifiable. It is such a fun product to work with.”

Aegean has also recently added a childrens line to their robes, including the same robes, loungewear and pajamas as the women’s line but in child-size versions.

Aegean Apparel is located in Dayton, Ohio, and is a manufacturer and distributor in department stores such as Nordstrom, Bloomingdales and Macy’s, and for private label in Marshall Field’s and DKNY, among others. The company is named for the Aegean Sea where, in Turkey, some of the highest quality, softest cotton is grown. Aegean Apparel's official website is http://www.aegeanapparel.com.

About the Author

R. Naile Panayirci is an Ohio based writer who takes an unbiased look at big events in the fashion industry.

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