FORT LEE, NJ: Wicked Fashions has launched a multimedia campaign to drum up support for its flagship clothing brand SouthPole and various new lines in time for the back-to-school and holiday seasons.
It is employing social media, viral, and traditional methods, including Web campaigns, in-store events, educational programs, and community outreach. The company is working with AOR Think PR on wardrobe placement and media efforts.
David Strumeier, SVP of marketing, licensing, and new business development for Wicked, explained that SouthPole used to have a predominantly African-American consumer base, but due to an increase in its Caucasian and Hispanic demographic, the company is trying to appeal to a broader spectrum through diversified mediums.
“This year, we're sharing... the evolution of our brand and the fact that it... has evolved into a lifestyle brand,” he said.
To engage SouthPole's multicultural audience, Wicked worked with independent break-dancing film Planet B-Boy to launch a 60-second viral video featuring b-boys/girls dancing in SouthPole clothing around New York City, added Kara Davis, PR specialist at Wicked. The video will be screened at the Hackensack High School on October 10, where Wicked helped give the school's gym a makeover. Hackensack was chosen because its student demographic fit the company's target audience. The video will then go up on MySpace and YouTube, and be featured on the DVD version of the Planet B-Boy film.
After the event, media partner Stack magazine will promote the gym renovation via its Web site and a webisode series.
Next month, for its Wckd brand, the team will launch a model search contest on the social network Brickfish, among other things. Its SouthPole Collection will participate in CosmoGirl's “School of Style” runway and concert event.