Esprit campaign seeks to reinvent the brand

NEW YORK: Esprit Holdings, an international apparel and accessory manufacturer, is targeting a new, albeit familiar demographic with its Fall/Winter 2011 campaign.

NEW YORK: Esprit Holdings, an international apparel and accessory manufacturer, is targeting a new, albeit familiar demographic with its Fall/Winter 2011 campaign.

The fashion collections in the campaign, which feature supermodels Erin Wasson and Giselle Bundchen, are aimed at attracting women who have a “mental age of 30 forever,” said Christine Miller, VP and head of marketing & PR for Esprit North America.

“We're really excited because this is a new direction for Esprit,” she said. “Previously, we had different divisions that represented women at different stages in life, but now and going forward, our brand direction will be consistent with one Esprit woman to provide specific wardrobe solutions for the many dressing moments of her lifestyle.”

Esprit's new fashion series, which focuses on women who are between age 28 and 34, will include a variety of categories, such as trendy; going-out clothes; relaxed-weekend wear; business apparel, and sophisticated formal occasion attire.

“We chose Erin and Gisele for the campaign because they both represent the Esprit woman,” Miller said. “They have personalities, and they're strong, confident, experienced, successful, stylish and modern. They give the brand personality and make it more relatable.”

Esprit is focusing the majority of its outreach and promotion efforts for the campaign in Europe, according to Miller, because the markets there contribute the most to the company's overall business.

In the US, however, Alison Brod, Esprit's PR AOR for the last year and a half, is helping to get the word out about the new collections by reaching out to key contacts and media outlets and supporting the company's upcoming Fashion's Night Out event on September 8 from 6 pm to 11 pm.

The event, which will take place at Esprit Soho in New York, will allow the public to view the new styles for the first time, and will include a red carpet, a DJ, and a bar.

Esprit, whose PR team includes five people, is also promoting the campaign by distributing direct-mailer pieces with images of the collections to customers in the US and Canada.

While the company has a Facebook page for North America, Miller said the campaign isn't being promoted via  digital channels, for now.

“It's a goal of mine to make social media a much bigger focus in 2012,” she said.  

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