Haggar Clothing Co. (advertising for The Ultimate Pant)(Brief Article)

Daily News Record, October, 1996 by Socha, Miles

Haggar Clothing Co. is putting $15 million in advertising ammunition behind The Ultimate Pant, the company's latest weapon in America's $2.8 billion men's casual pants business. The ultra-soft, $48 cotton pant recently arrived in stores across the country.

And the Dallas-based company plans to expand its arsenal for spring '97 to include the $36 Ultimate Shirt, $32 Ultimate Short and $24 Ultimate Pocket-T.

Alan Burks, Haggar's senior vice-president of marketing, said the Ultimate program was developed after extensive consumer research reinforced two realities: The distinction between dress and casual pants is evaporating, and men tend to wear their favorite apparel items to death.

To reinforce the latter sentiment, a new 30-second television...

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