Pro-Line Picks Partner

Blanchard Schaefer Is A Fit For Westernwear
DALLAS–Blanchard Schaefer Advertising and Public Relations in Arlington, Texas, has been chosen to create a $1 million launch campaign for Western-themed licensed apparel from Pro-Line Western of Fort Worth, Texas.
The new products are intended to sell through select Western clothing retailers, whose sales have slumped in recent years due to the lack of exclusive merchandise offerings, according to Pro-Line president Larry Anton. “There’s nothing fresh and new that’s really distinguished itself product-wise,” said Anton. “Price is the only way retailers can distinguish themselves.”
Blanchard Schaefer’s assignments will include a national merchandising and marketing campaign, including television and print. A public relations element will take place in local markets. Anton said one of Blanchard Schaefer’s advantages in the review was the presence of principal Ken Schaefer, formerly marketing director for Fort Worth’s Justin Boot Co. Anton would not disclose the other two Dallas-area shops considered.
The exclusivity that Pro-Line wear brings involves a licensing relationship with a number of related category organizations, such as the American Quarter Horse Association and the Professional Bull Riders.
The licensing strategy falls in line with Anton’s former company, Pro-Line Cap. That firm inked licensing deals with professional sports leagues to sell authentic team merchandise. Pro-Line Western was a subsidiary of Pro-Line Cap that Anton kept when he sold the parent company in 1997.