Lija

Golf-clothes designer Linda Hipp, whose label Lija is launching tennis clothes this spring, says an increasing number of athletic-wear customers want to be able to wear their outfits even off the court.

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By the end of the 2006 fiscal year, Lija had recorded profits of over $5 million, up from around $367,000 in 2000.

A Life Of Lija 2006

Katz said Lija is now receiving requests from magazines like Fitness, Women's Health and Canadian Living to outfit their models at photo shoots.

A Life Of Lija 2006

A big concern was that customers wouldn't draw the connection between Hyp and Lija.

A Life Of Lija 2006

That's just what Hipp and Buffalo Communications set out to do with Lija.

A Life Of Lija 2006

The key to it all was consistent messaging and knowing what the Lija brand stood for.

A Life Of Lija 2006

Katz's public relations campaign included a large-scale catalog campaign; pitches to U.S. and Canadian fashion and lifestyle magazines like Lucky, Shape, Self and InStyle; media tours; and "celebrity seating," sending Lija apparel to celebrities to wear.

A Life Of Lija 2006

Sales for 2006 returned to a still-impressive growth rate in the mid-40% range, Hipp said, and Buffalo continues to work with Lija on branding.

A Life Of Lija 2006

Buffalo capitalized on Hyp's popularity and success and heavily promoted Lija as the new Hyp Golf.

A Life Of Lija 2006