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Nautica’s New Look Inside and Out




Steve McSweenNew positions, new collections, and new consumer segments have been fueling up a new energy for Nautica. With a focus on repositioning their brand to better fit their new ideal consumer, Nautica has began working from the inside out. Bringing in Steve McSween as head of Nautica’s men’s sportswear, sleepwear, and licensed categories, Nautica hopes that his “customer centric” mindset really coincide well with their new customer based approach. Nautica also re-signed Chris Cox back to his position as Vice President of Design and Creative for Nautica.

Outside of employment reforms, Natutica as also kept fashion junkies on the edges of their seats with their very anticipated, “Black Sail” collection. After making its debut at NYFW 2014 this past fall, the news about this collection has been very, “hush, hush”. President of VF’s Sportswear Coalition, Karen Murray even alluded to the potential heat the “Black Sail” collection is packing when she said it, “has a place in the future evolution of the brand”. Some of Nautica’s best, has yet to come.


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