Donna Karan expands in Latin America

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CARACAS--Two months after openingin the lavish Centro Sambil mall in Caracas, sales at the DKNY boutique have alreadyreached the average of well-established storesin Brazil, Argentina and Chile, with grossrevenues at $70,000 to $80,000 per month.

An ad campaign, handled by in-house agencyCrivo Publicidad, and with a budget calcu-lated at 6% of sales, is scheduled to breakat the end of February, according to OscarRodriguez, commercial director at Donna Karan'sexclusive Venezuelan representative, Selemarclothing stores.

Venezuela is the fourth Latin Americanmarket where Donna Karan has made allianceswith chains of boutiques, because "the kindof big stores where we distribute in theU.S. have not really caught on here," saysDonna Karan's regional manager for LatinAmerica, Claudia Molina. She adds that thecontraction of Asian markets caused the com-pany to look towards Latin America as animportant region for expansion in the nextfew years.

Copyright February 1999, Crain Communications Inc.

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