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Slains'lllillis
Amco News
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Volume 45, Number 4
December'19^19
Bright Colors Return
In Fall 1990 Lines
Bright colors are “Right” for
all 1990.
That’s the word from Adams-
klillis and Silver Knit designers
Vayne Duggins, Tammy
..angdon and Melissa Horn.
“The most important story
ibout fashion in socks is color,”
iorn said. “They’re going to be
might and spicy.”
Such unusual colors as
nustard, olive green and cin-
lamon tones will mark a large
xjrtion of the fashion line for fall
1990 which is being prepared
row.
Some fall ’90 patterns will be
European and Old World-
nspired, according to Horn, who
loted that fashion trends are
)ften linked to changes in
ifestyles and world events.
The designers said the new
color directions are also carrying
over from Europe. They track
international trends to develop
designs for Adams-Millis and
Silver Knit sock lines.
“The 1990s will be marked by
different consumer lifestyles,”
Langdon said, “and varied
lifestyles affect the sock
market.”
The bright colors that will
highlight the 1990 fall line are
not all new. Several seasons ago
there was a similar trend of vivid
colors in sock styles. However,
some hues will differ from those
earlier fashions.
The designers said the associa
tion with Sara Lee has provided
(Continued On Page 3)
coming year
A-M Sets Eye On Bigger Market Share
Adams-Millis, the leader in the
B2.5 billion socks market, is
ibout to undertake another
imbitious step to capture
another major portion of the
market during the next five
years.
“Our vision and challenge is to
take Adams-Millis from now (15
percent of the market) to 40
percent of the market in five
years,’’ said Don Fought,
Director of Marketing. “We’re
the leading sock manufacturer
in the market. Given the
competitive nature of the
market, we can dominate the
market with added capacity and
aggressive posture in marketing
and sales.”
Most of the market currently
is in private label (70 percent)
while 30 percent is in branded
products.
“Much of our emphasis will be
on growing our own brands,”
Fought explained. “We’ve had
excellence response and growth
with Hanes and Hanes Her Way.
To reach our goal those two will
have to continue to lead our
growth.”
To reach its goal, the mass
market is where Adams-Millis
will concentrate its marketing
efforts. The mass sock market
now makes up 65 percent of the
total market. That share is
expected to grow to 80 percent in
five years.
From left, designers Wayne Duggins, Tammy Langdon, Melissa Horn discuss fashions for
A-M Ready
For New
Computer
Adams-Millis is taking
another major step forward into
the world of computers.
“The first machine is already
in and running,” said LaVern
Payne, Director of Information
Services. “But complete
installation will be spread over
the next two and a half years.”
The new system is the IBM
AS/400, a “mid-range” system
that can work jointly with a
main frame or operate inde
pendently.
“The system we have now is a
central system and when it goes
down, everything is down,”
Payne said. “By being able to
operate independently, the new
system can keep everything from
going down at the same time.”
All new hardware will be
installed including two AS/400s
in the central office providing
more backup and processing
capabilities. Hardware also will
include about 300 terminals and
100 printers throughout Adams-
Millis. In the present system,
(Continued On Page 4)
Don Fought looks at promotional materials for marketing campaign
“Clearly the growth is in
mass, with fewer and more
demanding end-users,” Fought
stated.
“We plan to learn more about
what drives those markets.
regarding customers and
consumers,” Fought explained.
“We will undergo an educational
process, focusing on the needsof
(Continued On Page 4)
DJ. Johnson Family Celebrates At Holidays
7
When Christmas comes this
year, the D.I. Johnson Family
will gather for their customary
family celebration in Surry
County near Dobson.
That family includes Pansy
Davis, a 39-year employee in
Adams-Millis’ Product Develop
ment Department, and Betty
Johnson, a 34-year employee at
Plant 3.
The Johnsons, married 72
years, have 9 children, 18
grandchildren and 18 great
grandchildren, all of whom are
living.
“We get together often
although we live from coast to
coast,” Davis said. “There’s
some in California, Florida,
Idaho and North Carolina.”
“All the children, except one,
will be there this year,” she
noted. “But we’ll have plenty of
fun. There’s a lot of talking and
eating when we get together. We
like to sing and talk and we laugh
and cry together. We cry when
we’re happy and when we re sad.
It’s just a good, big loving
fellowship.” ,,
The family traditionally
gathers at Thanksgiving too
when they trim the family
Christmas tree and make plans
for the annual Christmas
celebration. A highlight this year
will be a new great grandchild
(Continued On Page 4)