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Jantzen Swimwear
To know is nothing at all, to imagine is everything.
Anatole France
Anatole France
In 1916 the company introduced its bathing suit. To promote the item in the firms 1920 Line List Catalogue, a drawing was made of a diving girl in a red suit. When people came asking for the picture and young men began putting it on their car windows, Zehntbauer and Jantzen decided to capitalize on the popular symbol. Renaming their company Jantzen Knitting Mills, they promoted the now famous diving girl in their advertising. With their bathing suits becoming more popular, the manufacturers abandoned their other knit lines. By 1922, they stopped using the term bathing suits, and in 1924 promoted the slogan, The suit that changed bathing to swimming. From these beginnings, the founders went on to build Jantzen into one of the nations most innovative and successful swimwear companies.
Consider This: Even a good product needs a promotional idea that will catch the eye of the public, and become in itself a spokesman for the product.
Submitted by Richard