NEW YORK: Nautica Enterprises, maker of clothes, furniture and a range of other products, has hired the Susan Magrino Agency to handle its PR.
Nautica, which had worldwide sales of $1 billion last year, wants consumers to think of it as more than a fashion brand.
It spoke with five agencies before selecting Magrino because of its fashion and lifestyle brands experience, its special events expertise, and its track record of putting together strategic partnerships for brands, said Mary Ellen Barone, director of public relations with Nautica.
The agency will have six people working on the account, says Susan Magrino, president.
The agency's first assignment will be working on a Father's Day campaign that spotlights a new stain-resistant men's shirt Nautica is introducing.
Nautica will be adding other items later in the year using the same stain-resistant technology the shirt has, Barone added.
"[Nautica] began as a fashion brand, now it's a lifestyle brand so you aren't just going after the fashion media," Magrino noted. "Our approach to clients is we look at everything."
Nautica plans to be involved in sailing and volleyball events, Magrino noted. The agency also is considering charity tie-ins for the brand.
Magrino's agency works with such brands as Coach and Martha Stewart and recently was hired to handle PR for Ann Taylor's 50th anniversary.
Nautica was purchased last year by VF Corporation, the world's largest apparel maker. VF brands include Lee and Wrangler jeans, Healthtex, JanSport and The North Face. Nautica has four business units - sportswear, jeans, home, and children's items.