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NEW YORK As part of a strategy to grow market share, relevance and awareness, Riders Apparel will launch a print campaign in June publications highlighting its denim jeans and a new khaki pants collection for Wal-Mart. Riders is a division of VF Jeanswear distributed at the mass channel.
The effort, via indie Toth Brand Imaging in Concord, Mass., includes single executions or consecutive right-hand pages in Better Homes & Gardens, Glamour, People, Redbook and others. An advertorial insert in December will run in Cosmopolitan, Redbook and Lifetime.
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