TITLE

Penney's styles revival strategy on private labels

AUTHOR(S)
Cuneo, Alice Z.
PUB. DATE
March 1999
SOURCE
Advertising Age;3/15/1999, Vol. 70 Issue 11, p12
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
1661697

 

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