Fred Perry, the archetypal British MOD brand, intends to explode onto the American market in 2007. “We’ve been around for three seasons, but we’ve purposely kept the business very small,”; said David Ward, sales director for Fred Perry. “This is a proper launch for the first time for the women’s wear business in the U.S. It’s such a major market, you can’t just do it half-cocked. You can’t just bang your little cymbals and hope the whole country will hear”.