Naked Revamps Brand Identity

Naked is gearing up for growth. With help from intimates veteran Carole Hochman, who joined the company as chief executive officer and chief creative officer last year, and marketing firm Case Study Brands, the men’s underwear and loungewear label is updating its assortment, logo, marketing, packaging and e-commerce site. Hochman, who met Naked’s founder Joel Primus through her son, is no stranger to developing brands. She spent more than 30 years heading up the Carole Hochman Design Group, which produced Hochman’s line of sleepwear and handled the innerwear licenses for designers including Oscar de la Renta, Christian Dior and Betsey Johnson. Intimate apparel giant Komar purchased Hochman’s company in 2010 and she resigned in 2013. “Once you sell your company, it’s not the best place to be,” Hochman said. “This is like my second act.” Hochman’s main focus at Naked is to attract new customers. She’s attempting to do this by updating Naked’s collection to include new styles of underwear, sleepwear and loungewear and bring the prices down. Using her connections in sourcing and manufacturing, the price range for a pair of underwear has dropped to $28 to $38 from $44 to $46. The new men’s collection designed by Hochman was delivered to Holt Renfrew,

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