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No shrinking violets here. In just the few years since it has been promoting its label, Vericci, a better leather and fur-trimmed leather maker with showrooms in New York City, has gained a formidable number of retail accounts. Last year alone its collection was picked up by at least four nationally known upscale chains, and Vericci is targeting more fur retailers and specialty stores this year. Fashion and quality are part of the reason for the company's growth, but aggressive marketing plays a key role, especially this year. Its strategy for 1996 actually started last fall, when new designs updated the line with younger look. With the collection nearly finished by the first of the year, Vericci did a photo shoot in January for its fall catalog, which is already in the mail. A vital element in its advertising plan, the catalog had a print run of 10,000 (7,000 were mailed). "The catalog is important to reach retailers these days, because many of the smaller ones don't make it in to New York [to buy] anymore," says Vicki Bruni of Vericci. The following are some excerpts from Vericci's winter wonderland-looking photo shoot.
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