• Forbes, Wednesday, March 11, 2009 11 AM

In a story in Forbes' newly launched CMO Network, Laurie Burkitt writes about the revival of the Stetson hat -- and apparel, eyewear and fragrance -- company at the hands of CEO Pamela Fields, a 53-year-old native New Yorker.

A major problem has been the company's "scattered" marketing. Coty conducts promotions for Stetson scents, which sell for as little as $10 and as much as $35. Hatco, which makes the 200 styles of hats Stetson sells in the U.S., also has its own marketing program, Burkitt writes. "That's left those over 45 thinking it's a hat company and those under 45 thinking it's a fragrance," says Fields.

Fields wants to increase boost apparel and boots sales, which have never been higher than 4% of the overall business, to 20% within two years. She also wants to increase sales of hats in the U.S. (sales in Europe make up 40% of all sales), and overhaul Stetson.com, linking to licensee sites and telling customers where they can find nearby retailers that carry the brand.

Read the whole story at Forbes »