Victoria's Secret has tapped Alison Brod to extend the reach of its Pink brand.
Initially launched in 50 test markets in 2003, the now nationally available line of moderately priced loungewear includes sweatpants, T-shirts, pajamas, lingerie, and even dog accessories, said Jennifer Wolinetz, Pink's VP of PR. New products are introduced every three to four weeks. Wolinetz noted that the brand has been "incredibly successful" and its strong growth demanded a dedicated AOR.
IDEA: The effort will target "young, hip, and fashionable" consumers, said Lisette Sand-Freedman, the firm's VP of fashion and lifestyle. The agency will also assist with new product launches and national brand outreach, and "position the brand apart from American Eagle or Abercrombie & Fitch," she added. While the agency will continue to expand Pink's outreach in fashion venues, it will seek "different arenas to be in, ways to get the word out," said Sand-Freedman. The firm will stay committed to fashion outlets like Vogue and Lucky, she noted, but will also go beyond them to develop "more lifestyle angles and bigger campaigns."
TOOLS: Sand-Freedman noted that the agency expects to leverage young Hollywood in its efforts. The firm has already put Pink products in the wardrobes of trend-setting celebrities, including Lindsay Lohan and Sophia Bush, Sand-Freeman said. "And Pink has been something they immediately respond to," she added.
MEASUREMENT: Pink is currently a "store-within-a-store concept," but Victoria's Secret hopes to expand the line and open freestanding lifestyle shops in several markets by early 2007, according to a February 22 investors call. Wolinetz declined to comment on specific sales targets set for the brand.
Company: Victoria's Secret
Campaign: Extension of "Pink" launch
PR Team: In-house and Alison Brod PR
Other marketing: Davie-Brown Ent. for film and TV placements
Launching: March 2006