Candie's banks on Britney Spears' comeback for new campaign

NEW YORK: Juniors fashion brand Candie's - part of the Iconix Brand Group - recently launched a multifaceted marketing campaign starring Britney Spears.

NEW YORK: Juniors fashion brand Candie's - part of the Iconix Brand Group – recently launched a multifaceted marketing campaign starring Britney Spears. The campaign, including an interactive online strategy and traditional media relations, is an effort to boost sales and awareness that Candie's is available exclusively at Kohl's, according to Iconix CMO Dari Marder.

“This is the perfect opportunity to break through and do noisy things because others are pulling back,” Marder said, referencing a down economy that has threatened plenty in the fashion industry, retailers in particular. “We put all our resources against promoting the brand in this time.”

To promote the partnership and leverage buzz surrounding Spears' ongoing Circus tour - Candie's and Kohl's are associate sponsors of the tour - the in-house team posted shareable behind-the-scenes videos from the tour, as well as news about the collaboration, on Candies.com and Spears' Web platforms. Sites include britneyspears.com, Facebook, MySpace, and the Spears' Twitter account that boasts a top ranking among followers.

Other sharable elements include wallpaper and music. In addition, a limited-edition pull-out poster of Spears modeling Candie's will appear in the April 15th issue of US Weekly.

Spears has endorsed other products over her career including Pepsi and Skechers, but Marder noted this was the first time Spears has done an apparel endorsement deal.

“Britney's tour was kicking off. She's having an incredible comeback, looks great, and is available to the media now,” she said.

Media relations included outreach to regional and national business, entertainment, and lifestyle publications, broadcast outlets – Entertainment Tonight and CNN - and blogs. Candie's will also work with Kohl's on promoting the collaboration via direct mail and e-mail blasts, and will work with Spears on fashion-related programs over the course of the year.

“We got quite a lot of broadcast attention around this campaign,” said Maria Dolgetta, PR director at Iconix. Marder added that traffic to the site is at an all-time high.

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