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Perry Ellis Rebrands With Polka Dots

Perry Ellis International is boosting its flagship Perry Ellis men’s wear brand with polka dots. The dots are meant to evoke the heritage of the Perry Ellis brand, and add a playful attitude. In one print advertisement, the polka dots look as if they were produced by a model wielding a hole puncher. The polka dots will decorate hangtags and turn up, discreetly, in garment linings. The print ads are part of a campaign for Perry Ellis clothing, with a budget estimated at $10 million, that is intended to stimulate demand for fall merchandise like men’s shirts.

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