Penney's styles revival strategy on private labels

Cuneo, Alice Z.
March 1999
Advertising Age;3/15/1999, Vol. 70 Issue 11, p12
Trade Publication
This article focuses on the television advertising campaign created by Temerlin McClain for Saint John's Bay casual clothing. In the campaign, the clothing line is described as putting wearers in a weekend state of mind. The lifestyle pitch contrasts with an earlier campaign that sold product attributes such as color and fabric. The brand, with sales of more than $800 million, had been growing steadily, particularly in light of the trend to casual workplace attire. The campaign is another round in what is evolving into a khakis and casual-clothing marketing efforts.


Related Articles

  • BBH takes 60s theme for Levi's White Tab ad. Clark, Mairi // Campaign;11/14/97, Issue 46, p10 

    Reports on the launch by Levis Stauss & Co. of its first TV and cinema ad for its non-denim line, White Tab. Details of the ad; Writer and director; Release dates; Comments of marketing manager Gary Burnand on the venture.

  • L.L. Bean Preps Print, TV Campaign Emphasizing its Catalog Heritage. Baar, Aaron // Brandweek;7/16/2001, Vol. 42 Issue 28, p8 

    Discusses the advertising campaign of clothing firm L.L. Bean which highlights its catalog heritage. Features of a print advertisement; Tagline of the campaign; Description of its television advertisement.

  • Smart Jay Jays.  // B&T Weekly;3/31/2006, Vol. 56 Issue 2558, p9 

    The article reports on the new television commercial of Jay Jays which was launched on March 2006. The new campaign titled "Frozen" focuses on the affordability of the brand based on the appeal of the clothes. It is a 30-second commercial that shows two girls and boys experimenting with their...

  • Untitled.  // Marketing (00253650);7/24/2003, p3 

    Asda, the UK's third-biggest supermarket chain, will take its boldest step yet to get parents to buy school uniforms in its stores with a television campaign for its George at Asda range. Breaking on August 3 through Publicis, the advertisement will position its schoolwear as a trendy but...

  • CAMPUS COOL. Jacobs, Heidi // Adweek Western Edition;8/6/2001, Vol. 51 Issue 32, p25 

    Focuses on the fall 2001 television advertising campaign for the Tommy Jeans collection of Tommy Hilfiger Corp. in the United States. Description of the commercial; Target market of the product.

  • FOR THE RECORD.  // Advertising Age;4/12/1993, Vol. 64 Issue 15, p41 

    Presents news briefs related to the U.S. advertising industry as of April 1993. Acquisition of 20% stake in Discovery Zone by Blockbuster Entertainment; Awarding of an advertising contract to DDB Needham Worldwide for the Drackett brands of S. C. Johnson & Son; Launch of a spot TV for Shell Oil.

  • They Have It, You Want It, Now Get Rid of It. Janoff, Barry // Brandweek;1/9/2006, Vol. 47 Issue 2, p29 

    This article describes the It and Stories TV spots for PepsiCo's Gatorade sports drink. In It, a series of athletes are seen in action as text offers, "It's up here," "It is one yard from here," as a football player rushes toward the goal line and "It is here before anyone else," as a guy shoots...

  • Cosvi proclaims the values of the co-op movement. Albanese, Lorelei // Caribbean Business;6/21/2007, Vol. 35 Issue 24, p60 

    The article features the launch of an advertising campaign by Cosvi, the Spanish acronym for the Puerto Rico Life Insurance Cooperative, under the tagline "We are a team; we are Puerto Rico." The advertisement is a 30-second television sport which conveys the values of cooperativism. Cosvi's...

  • BLOOD COMPLICATED.  // CREATIVITY;Nov2004, Vol. 12 Issue 11, p26 

    The article presents information on two spots that make telling points about sweatshop labor and corporate pollution via the frustrated efforts of first-person narrators. Quick cuts, extreme closeups, file footage that deftly illustrates the script and VO recitations that sound like monologues...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics