Woolrich, the Original Outdoor Clothing Company®, will partner with Jager di Paola Kemp Design (JDK) of Burlington, Vermont, to create and implement a global brand development strategy. JDK’s collaboration with Woolrich will key on the development of an international brand platform for the iconic American apparel maker.Founded in 1988, JDK’s design driven branding approach and proprietary Living Brand® strategy has garnered them international recognition as a leader in the discipline. The Living Brand process reveals the core ideas behind a brand, while the emotional, rational, and cultural aspects of the brand are also taken under consideration. JDK’s work includes development of creative and distinctive branding strategies for a wide range of brands including Burton Snowboards, Levi Strauss, Champion Paper, and Microsoft Xbox 360.”Any brand with real substance recognizes that you become what you believe, as a brand and as a culture. Woolrich has believed in the substance and meaning of the beauty and power of wool for nearly two centuries,” said Michael Jager, President/CEO at Jager Di Paola Kemp Design. “Woolrich, just hearing the name ignites memories and meaning that resonates from the past, to the present and into the future and we are honored to collaborate with the global Woolrich team.”Woolrich, founded in 1830, is surging right now with its classic designs and the popularity of the Americana and heritage trends. Additionally, the buffalo check design, synonymous with the brand, has been a key element to the brand’s recent successes thanks to the plaid trend of the past few seasons. Building on these themes and successes, Woolrich recently introduced its Fall 2011 collections for which it received resounding approval from its retail partners and the media.Globally, the Woolrich brand is marketed by Woolrich and its licensing partners. The company’s core apparel business is marketed under five distinct collections consisting of the Woolrich Outdoor Collection, Woolrich John Rich and Bros., Woolrich Woolen Mills, Woolrich Penn Rich, and Woolrich Elite Tactical Series.”With increasing demand for Woolrich in a broad variety of demographics and markets, it’s essential that our brand platform be clear, focused, and ready to support both current and future demand,” said Brian Mangione, Woolrich Executive Vice President.About Woolrich®Woolrich Inc., the Original Outdoor Clothing Company, is an authentic American brand that embraces an outdoor lifestyle. Trusted since 1830 by generations of loyal consumers, Woolrich continues its tradition of providing quality products for today’s outdoor enthusiast. A brand recognized worldwide, Woolrich product offerings include functional, comfortable and durable men’s and women’s sportswear and outerwear using innovative fabrications for the ultimate in performance capabilities, well-designed home and outdoor living products, and licensed accessory products. In 2010, Woolrich celebrated its 180th Anniversary. It is the original and longest continuously-operating outdoor apparel manufacturer and woolen mill in the United States. Find out more at www.woolrich.com(link is external).About Jager Di Paola Kemp DesignJDK is a design-driven multi-disciplinary studio based in Burlington, Vermont, with satellite spaces in New York City and Portland, Oregon. JDK’s practice includes brand strategy, product design, identity, packaging, visual merchandising, advertising, Web sites, marketing collateral, and branded environments. JDK is the originator of Living Brand® strategy, a proprietary approach that guides brand design. Active clients include Burton Snowboards, Giant Bicycles, Intrawest’s Stratton Mountain Resort, Microsoft’s Xbox game console and Zune media player, Seventh Generation household products, SRAM Corporation, Virgin Mobile, and Wolverine World Wide’s Merrell and licensed Patagonia brands. More information on JDK can be found at its Web site, jdk.com.SOURCE Woolrich Inc. WOOLRICH, Pa., March 29, 2011 /PRNewswire/ —
The non-profit journalism website Spot.Us, which allows community members to choose and fund news stories, branched out to Los Angeles last week through a partnership with USC’s Annenberg School for Communication.Spot.Us, which is attempting to implement a new business model for journalism, allows community members to donate money to fund stories that will be written by freelance reporters. The website also lets members of the public give reporters “tips” for ideas that could potentially turn into stories.Once the stories are complete, outside media outlets can also pick up the stories for publication if they donate an amount equal to 50 percent of what community members donated for the story.“We need to experiment in different ways of doing and supporting journalism,” said David Cohn, founder of Spot.Us. “It’s an important part of our democracy; you need citizens to make informed decisions and journalism is what helps them stay informed.”Spot.Us has partnered with Annenberg to take advantage of its connections to the local journalism community. The school will assist in hiring of a project managing editor for Spot.Us Los Angeles and will provide funds to help the site succeed.“The economic model is broken; we’re at a time of reinvention and I think Spot.Us is a piece of the reinvention,” said Geneva Overholser, director of the Annenberg School of Journalism.It can become an important contributor to meeting the public information needs and as a new economic model for news — one of many.”Cohn originally pitched the idea of expanding Spot.Us to Los Angeles to Overholser at a conference in New York last year, and Overholser proposed a partnership with Annenberg.About three or four months ago, Cohn proposed the expansion of Spot.Us to the Knight Foundation, a journalism organization based in Miami which funds a number of promising journalism projects.After the proposal, the Knight Foundation gave Annenberg a $250,000 grant to roll out Spot.Us in Los Angeles.The grant will fund Spot.Us LA for 18 months, after which Overholser said they will have hopefully figured out a way for the branch to support itself, as the original site does.Cohn said he has high hopes for the partnership with Annenberg.“The Annenberg School of Journalism is a very well respected institution and also Geneva Overholser is someone I know and trust,” Cohn said.I think Annenberg can use Spot.Us in a very positive way; they can help be the on-ground hub for Los Angeles investigation.”Overholser said she believes non-profits will become increasingly important in the media landscape because the economic model is increasingly untenable. Projects likeSpot.Us, she added, could eventually support a new model for journalism.“This is a way for [everyone] to help shape journalism because they get a voice in deciding what stories are covered,” she said. “That’s big because in the past with commercial journalism, the public didn’t have much a say and now this model can help change it.”According to Annenberg Digital News Director Marc Cooper, although Spot.Us has been successful in the Bay Area, it is still too early to know if the model will prevail everywhere.“It’s still unproven in other areas and as it grows in LA we will be able to evaluate whether in the long run it is a reliable model,” Cooper said. “It is too early to have a definitive judgment but it’s worth trying.”The model also comes with a setback, according to Cooper, especially for certain types of stories that will lose their “element of surprise” by publicly displaying information about the story online.“The transparent nature of Spot.Us could make certain types of investigative journalism difficult because it gives the target of investigation a heads up that they are being investigated,” Cooper said.Maybe one solution is that they won’t put up those types of stories and that’s fine.”Cohn said the expansion to LA will be just one step for Spot.Us, which he hopes to bring to a number of other metropolitan cities in the United States within the next few years.