ANALYSIS: COMPANY CV - Nautica

Address 60 Sloane Ave, London SW3.

Date of birth Originally christened State-O-Maine, Nautica was born in

1971.

Nationality All-American.

Marital status Nautica is an eligible bachelor, worth dollars 400

million.

Background Nautica was originally a yachting-inspired range launched by

US clothing company State-O-Maine. In 1993, when it became the company’s

best-selling brand, the corporate name was changed to Nautica

Enterprises.

Based in New York, the company produces a wide range of sporty

casualwear as well as a growing portfolio of licensed merchandise,

ranging from sunglasses, fragrances and watches to furnishings.

The brand has a reasonably strong international presence, with around

450 instore concessions and 90 standalone stores wordwide. However, it

recently decided to up its profile over here and is rolling out a

pan-European marketing campaign, hoping to emulate the success of rival

preppy brands Tommy Hilfiger and Ralph Lauren. Ever since offices in the

City introduced dress-down Fridays, the sports casual look has become a

firm favourite with fashion-challenged executives and Nautica is sure to

have a strong appeal.

Major brands In the US, Nautica’s sub-brands include Nautica Competition

and NST (Nautica Sport Tech), Nautica Jeans and Byron Nelson golf wear.

Phillippa Baker is European marketing manager. Contact 020-7594 0160

Media agency Optimedia bagged Nautica’s pan-European account last

November.

Group account director is Enyi Nwosu, with international media manager

Danni Robinson overseeing European advertising activity. Contact

020-7961 1000

Annual media spend The account is worth around pounds 1.5 million in the

UK. This is part of a pounds 4 million pan-European integrated drive

focusing on three key markets: the UK, Italy and Germany.

Media used In its bid to target the thirtysomething guy who likes to

think he’s sporty, the brand recently announced a sponsorship deal with

radio station TalkSport. The deal links Nautica to a programme called

Coasting, which features Olympic medal-winning rowers Matthew Pinsent

and Steve Redgrave in their build-up to the 2000 Olympics.

The UK plan also includes perimeter ads at England rugby matches and

advertising in the national press, including the The Sunday Times and

The Daily Telegraph.

Men’s style magazines such as GQ and Men’s Health have also been used,

and the brand recently ran a 16-page supplement in Conde Nast

Traveller.

Nautica ads ... the US sports casualwear brand is building its profile

with a pounds 4 million pan-European ad campaign focusing on the UK,

Italy and Germany.

This article was first published on Campaign