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totes NAMED BY WOMEN'S WEAR DAILY AS ONE OF THE TOP 10 ACCESSORIES BRANDS IN THE U.S.; ALSO SELECTED AS AMONG TOP 50 FASHION BRANDS

 CINCINNATI, Oct. 4 /PRNewswire/ -- In a survey commissioned by Women's Wear Daily (WWD), totes(R) was named one of the Top 10 accessories brands and also one of the top 50 women's fashion brands in America.
 In its Oct. 4 issue, WWD named totes to its first-ever "Fairchild 50," which highlights the 50 best-known brands in American women's fashion. In addition, totes is singled out as one of this country's Top 10 accessories brands.
 "Women's Wear Daily has just confirmed what we at totes have known for a long time," said Ronald Best, totes' president and chief executive officer. "totes is the No. 1 brand name in umbrellas and weather protection, and we have spent the last 23 years building one of the strongest brands in American fashion and accessories."
 Best noted that totes has an 82-percent brand-name awareness in the marketplace, and an enviable reputation for quality and durability.
 To build on its position as the No. 1 name in umbrellas, totes is introducing this holiday season the SMALL WONDER, the world's smallest full-size folding umbrella, that fits into the palm of a hand. At only 7-1/2 inches long when closed, the Small Wonder is a full 15 percent smaller than totes' Ultra-Mini. It is available in 15 colors.
 Beginning in 1994, all totes umbrellas will be treated with Scotchgard, the No. 1 brand name in water and stain resistance. Scotchgard will give all totes umbrellas even greater water repellency, and create a quick-dry umbrella that will be unsurpassed in the marketplace.
 "The aggressive introduction of the SMALL WONDER and our unique partnership with Scotchgard prove once again that innovation never stops at totes," said Best. "As the top name in umbrellas, totes knows better than anyone the keys to success. It's a combination of product innovation, national advertising and promotion and a commitment to quality and customer service."
 To reinforce its No. 1 position in umbrellas and weather protection, this holiday season totes is undertaking an aggressive marketing program. The program includes:
 -- a $5/$12 rebate promotion featured in leading women's magazines in November with a combined circulation of 27 million;
 -- an in-store rebate program;
 -- a $1 million TV advertising program slated for November and December featuring two new 30-second umbrella spots;
 -- the new QUICK RESPONSE customer-service program that provides retailers with unprecedented flexibility in ordering colors and prints right down to the individual piece.
 totes incorporated is headquartered in Loveland, Ohio, a suburb of Cincinnati. totes also has operations in Canada, Great Britain, Germany, Hong Kong and Taiwan.
 -0- 10/4/93
 /CONTACT: David Eden of William Silverman & Company, 216-696-7750, for totes(R) incorporated/


CO: totes incorporated ST: Ohio IN: HOU SU: PDT

AR-BM -- CL009 -- 8183 10/04/93 09:03 EDT
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Publication:PR Newswire
Date:Oct 4, 1993
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