MARKETING MISSONI STYLE; TRANSLATING THOSE WILD MISSONI PATTERNS TO OTHER CATEGORIES ISN'T ALWAYS EASY, BUT THE COMPANY HAS FOUND WAYS TO CAPITALIZE ON WHAT MADE IT SO FAMOUS. From: WWD | Date: September 22, 2003| Author: Kaiser, Amanda | COPYRIGHT 2003 Fairchild Publications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group.Copyright information

MILAN -- Those famous zigzag knits are about as synonymous with the name Missoni as any product is with a brand in the world of fashion.

But that's just not good enough for the family behind the brand. Not content to remain as a niche player, Missoni is intent on building this fashion house into a lifestyle brand and staging a sexy comeback along the way.

Through a combination of eye-catching advertising campaigns -- like the most recent one featuring a po...

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