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Great characters make great books — and Junior Drake hopes the same will be said for handbag brands.
This story first appeared in the October 20, 2008 issue of WWD. Subscribe Today.
The Los Angeles accessories company’s new line, Love, JD, is being marketed through short Webisodes starring seven women who toil together at a handbag firm. Among them are owner JD; Pia, the uptight finance guru; Romeo, the in-the-know public relations specialist, and Barcelona, the spicy photographer.
“We are not doing our job if people are not relating to the characters, so that is something we are constantly tinkering with,” says Junior Drake branding and marketing director John McDavid Lehman of the Webisodes, which will launch on YouTube in January and currently play weekdays on LoveJD.tv.
The characters are featured on the logo plates and embedded in prints on Love, JD bags, which retail from $80 to $210. The price is meant to appeal to women in their 20s who, Lehman says, “are looking for something that is kind of fun,” just like the Web videos.