As we pointed out, Laura Ashley is a great brand. It occupies romantic like no other brand.
Now Laura Ashley has us puzzled again. It announced a brand license for medical apparel.
Life Uniform will design, manufacture and sell a proprietary line of Laura Ashley medical apparel for sale to health care employees throughout the United States. The line of scrub tops and pants will be sold in a number of retail environments, including Life Uniform retail stores, Life Uniform hospital stores, and at www.lifeuniform.com. The collection will launch in September 2010.
One can argue, that women are predominant in the medical field, yes. Also, in some areas moving away from the traditional established plain white apparel makes sense, for example in medical child care.
But how will the romantic brand benefit from a connection with medical care?