Warnaco rides Speedo wave of success

Almost all of this year's swimming gold medals, whether awarded to American Michael Phelps or other Olympic swimmers, have gone to those wearing Speedo suits. Other marketers may have spent more, but no brand has benefited from the early days of the Olympics more than Warnaco Group Inc.’s Speedo. As of Wednesday afternoon, 24 of the 25 swimming gold medals awarded had gone to swimmers wearing Speedo suits. And American swimmer Michael Phelps, whose bid to become the most decorated Olympian in history has dominated the games, is Speedo's most prominent endorser. A Speedo spokeswoman said that attention has translated into brisk preorders of the full-body suits—which cost a cool $550 apiece—on Speedo's website. That’s a splash of good news for Warnaco, which holds the license for Speedo. Like other apparel retailers, it is... [read full story]