(Filed Under wholesale Lingerie News). Mapalé has enjoyed a strong positive response from retailers since parent company Grupo Espiral made the decision last summer to combine its labels, which also include AM:PM, under the new brand name.
Mapalé is a musical genre and dance from Colombia, which happens to be where the company’s apparel is made and “people see the connection with the name,” explained the firm’s co-owner, Angela Escobar. “It’s a name that awakens your senses. It does help sell” the brand.
The campaign to make customers aware of the name change has “become a point of conversation” and buyer are “really, really excited,” added Escobar. “They are pleased that there is now only one brand name.”
Besides the practical value of uniting the company’s two main labels under a single brand, Mapalé has worked so well because it represents the spirit of the company and its products. “Music, movement, nights out, having fun. Dancing to the sound of music. It reflects the ocean and music, vacation,” said Escobar of what the word Mapalé brings to mind. “Palm trees, coconuts, blue sky, ocean. It brings them together. It really goes well for both of our lines.”
Escobar added that in searching for a unifying brand name, she and her husband and partner Pablo Tobon had sought a label that would resonate, adding they had “not taken the name just because we liked it.” She added that at a recent trade show in Germany, buyers were “pleased exactly because of that. The initial reaction was amazing.”
Moving forward, the designer promised to “challenge fashion with every new collection” of lingerie, dancewear, swimwear, beachwear and clubwear, adding that for 2016 there are “very strong designs and images” in the line. “Mapalé has all your senses working. See, hear, touch. Every sense is right there. It all comes down to Mapalé, a South Beach company, a melting pot of different colors, textures and fashions.”
The company’s new catalogs are out, as well as a bold, 16-page calendar, the one for 2016 now emblazoned with the new Mapalé logo.
Also new at the company is Cheryl Paradis, a brand and account executive who started at the end of the summer. Paradis had previously worked in a variety of areas of fashion including as a jewelry designer; an account executive and photo shoot project manager at Oh La La Cheri; an actress and model; and in various retail positions including as an assistant store manager at La Senza Girl in Quebec City, Canada.
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