Kraftworks Seeks to Rejuvenate Company

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Jantzen, the swimwear line favored by Hollywood starlets of the 1950s and 1960s, has asked Kraftworks to reposition the brand for today’s bathing beauties—now men as well as women.

Jantzen has a strong relationship with the over-50 set. Now it wants advertising that will raise its profile among shoppers in their 30s and 40s, a demographic that has eluded the brand in recent years.

“It’s a venerable brand that everybody over 35 knows and nobody under 35 has heard of,” said Neil Kraft, president of Kraftworks in New York.



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