Hope International

Case Studies

Client Case Example: Sasson


Founded as contemporary American jeanswear brand growing into mega brand licensed worldwide. Fell into bankruptcy due to owner negligence.




Bankrupt Sasson trademark bought by venture capital firm, Trust Company of the West. Gainer brought in by Steven Wayne, licensing agent, to re-launch brand from bankruptcy. Chose to re-launch via worldwide licensing program eliminating risks of inventory and repositioned brand from upstairs department store label to mass and discount label. Updated logo with computer generated graphics and brand identity with new packaging program differentiating men's, women's, boy's, girl's, children's and infant labeling. Drew upon heritage of brand (oo la la with all American image rather than sex image) utilizing celebrities in advertising updated with family values image. Created generic advertising and promotion campaign for all licensed product categories. Presented advertising and fashion trend stories seasonally to all licensees worldwide for unified global brand and product image. Sold brand corporately to top management at major retail chains.




Sasson brand grew from bankruptcy to $300 million through execution of successful global licensing program.


1999 Sasson sold to Walmart.

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