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Article | December 31, 1997
Graphics figure in
For its new No Nonsense® Great Shapes® line of figure-enhancing hosiery, Kayser-Roth Corp. knew that image was everything. "It's really much more of a premium image," says Dina Dunn, of the Greensboro, NC-based company, referring to the new line.
Graphic design provided by Cornerstone Design Associates (New York NY) uses photography to help convey an upscale look. In addition the hosiery itself is "semi-boarded" a procedure typical of more premium brands where nylons are flattened and folded around a piece of paperboard. That board (with product) is enveloped in 12-pt SBS paperboard that's offset-printed in six colors by Burlington Packaging (Burlington NC). It's die-cut to show a small area of product. That structure is placed in a clear 3-mil blended polyethylene/polypropylene pouch also provided by Burlington. Currently in test in some national mass-market chains four varieties of Great Shapes are available. Suggested retail price is $4.99 or $3.99 depending on variety.
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