BYBLOS: THE NEXT INCARNATION.(by new owner Swinger International)

From: WWD | Date: July 16, 2002| Author: Zargani, Luisa | Copyright information

VERONA, Italy -- Byblos isn't exactly a "venerable" brand, but it certainly has a history: It was the launching point for Gianni Versace, who, as well as the duo Alan Cleaver and Keith Varty, helped develop its identity and turned it into a hot brand in the Eighties and Nineties.

Its new owner, Swinger International, hopes to build on Byblos' brand awareness to revamp the line and freshen its image. "The brand has a lot of potential, but must be repositioned," said M...

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