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Fly Boy

Giorgio Beverly Hills is betting that it can make the master brand concept work with Wings for Men.

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NEW YORK -- Even though its experiences with Giorgio for Men and Red for Men were less than stellar, Giorgio Beverly Hills is betting that it can make the master brand concept work with Wings for Men. The September launch, the sequel to the 1993 Wings for women, is backed by a $7 million ad budget and could soar to $25 million to $30 million in retail sales. For the details, see page 6.