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Tori Richard turns more attention to women

By Nadine Kam

POSTED: 01:30 a.m. HST, Mar 27, 2014

~~<p>Tori Richard began life as a women's brand, but over nearly 60 years it has evolved to become best known as a purveyor of men's shirts. The kamaaina company is set to reclaim its past with a new focus on its growing women's line and a new retail environment that's equal parts yin and yang.</p>
<p>It all started with a brand audit a few years ago. Every 10 years the company takes stock of its attributes and direction, a process in which the company uses analogies to confront change, spark innovation and shape long-term goals.</p>
~~

Tori Richard began life as a women's brand, but over nearly 60 years it has evolved to become best known as a purveyor of men's shirts. The kamaaina company is set to reclaim its past with a new focus on its growing women's line and a new retail environment that's equal parts yin and yang.

It all started with a brand audit a few years ago. Every 10 years the company takes stock of its attributes and direction, a process in which the company uses analogies to confront change, spark innovation and shape long-term goals. Login for more...



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