The story behind plum fashion

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classy,” Scotti said, and the choice was a shade “we called burgundy.”

But the company did not want to call it burgundy when marketing it, he added, for fear

of confusion with wine brands. So instead, plum is joining the ranks of Amex colours that also include black, blue, gold, green and platinum.

In December, three months after the Plum Card came out, Valassis Communications, which distributes cents-off coupons and other value offers for marketers, brought out RedPlum. The brand is in newspapers, online (redplum.com), in the mail, in stores and in circulars delivered to home and apartment doors.