Haggar plans big fall campaign

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Menswear marketer Haggar Clothing, Dallas, said it will double ad spending for its fall campaign to $10 million and will add TV to the marketing mix to support its Haggar Black Label Collection. In the fourth quarter of last year, the company launched a print campaign aimed at women, who it said are the primary influencers and buyers of menswear today. GSD&M, Austin, Texas, handles.

Copyright January 1998, Crain Communications Inc.

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