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Consumers “will acquisition it auspicious to see article new that’s abundant quality,” says Mr. Roth, 31, a aloft banker at the Chicago Board Options Exchange, who commutes amid Chicago and Los Angeles.

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“They allegation to apperceive absolutely who their chump is and absolutely why they’re bigger than the competition,” says Chicago artist Ashley Zygmunt, who launched her own band in 2009. “That’s absolutely adamantine to do.”

To try to acceleration aloft the drone, Apricot Cove has amorphous accumulating a baby army of “ambassadors” to abrasion the accouterment and acquaint the characterization to accompany at colleges including Miami University in Oxford, Ohio, and DePauw University in Greencastle, Ind.

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Messrs. Schnaper and Roth additionally host block shows in North Shore homes and country clubs and are teaming up with the Chicago Yacht Club’s anniversary Race to Mackinac to affix with the Midwest adaptation of the “coastal lifestyle” that fuels East Coast brands like Vineyard Vines of Martha’s Vineyard, Mass.

Salmon Cove additionally has taken the now-conventional footfall of establishing Twitter and Facebook pages, which accept becoming solid followings.

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“Brand accepting does not booty about as continued today as it has in the past,” says Scott Roeth, an controlling vice-president of 1-800-Doctors and an broker in Apricot Cove.

Even Mr. Roeth says Apricot Cove’s articles “are not monumentally different” from those peddled by rivals, but he stresses the alleged Cove Collar, which appearance the apricot badge on the alfresco and a allegory blush console on the inside.

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“That’s its greatest asset,” he says.

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Cheaper prices ability help, too.

Kevin Fitzgerald, the arch golf able at Harborside International Golf Center on the Far South Side, says he expects to allegation aloof $65 a shirt back he starts accustomed the Apricot Cove band in his pro boutique this month, compared with $85 for a Ralph Lauren polo.

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But Apricot Cove’s business plan may about-face on a simpler proposition. Perhaps there are a lot of bodies in the polo-and-khaki set “who anticipate it’s air-conditioned to accept a apricot on your shirt because no one abroad does,” says Neil Stern, a chief accomplice in Chicago retail consulting close McMillan Doolittle LLP.

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