Ellen Tracy is celebrating its 65th anniversary with a new spring print campaign representing the “hyphenated” woman. While she’s still going to work, she’s no longer a 9-to-5 woman who goes to the office and then heads home. These days, the working woman has a multifaceted lifestyle that combines numerous roles. While the brand’s advertising roots once featured “supermodels” — Cindy Crawford, Christy Turlington, Carol Alt, to name a few — the new face of Ellen Tracy is Paula Patton, who juggles the roles of philanthropist, mother, actress, director and daughter. According to Jameel Spencer, chief marketing officer at Sequential Brands Group, which owns the brand, the hyphenation of women’s roles today also means a return to the brand’s “bridge” roots for styling. Rick Platt, Sequential’s group president, said that setting the fashion direction for the brand has involved working with its licensees. The major ones are G-III Apparel Group for coats and dresses, and GBG for sportswear. According to Platt, the focus has been on where the brand can “live and thrive,” even if that means a slightly lower positioning to the “better” tier at the department store level with corresponding price points. The bridge category has since been replaced by the
Read More...
Follow WWD on Twitter or become a fan on Facebook.
No comments:
Post a Comment