NEW YORK — Anne Klein has significantly boosted its ad budget for fall, with a campaign that puts reality at center stage.
This story first appeared in the July 3, 2002 issue of WWD. Subscribe Today.
The ads show Bridget Hall, who in late 2001 signed a two-year contract with Anne Klein, rushing up the stairs at Grand Central Terminal, riding the commuter train and hurrying to meet people at the Four Seasons for lunch.
According to sources, Anne Klein will spend about $6 million on advertising in the fall, compared with about $1.5 million a year ago.
Ads will break in August in such magazines as Vogue, Fashion of the Times, Elle, Town & Country, Harper’s Bazaar, Vanity Fair, W, In Style, Marie Claire and Interview. Anne Klein will also have outdoor ads, including buses in New York, and a billboard on Sunset Boulevard in Los Angeles.
“We’re also doing a pretty big push in Europe,” said Dee Salomon, the company’s senior vice president of marketing and corporate communication. Ads will appear in British Vogue and Harpers & Queen. In the Far East, Anne Klein will run the front covergate in the Japanese edition of Vogue.
The idea behind the campaign is to tell a story about a woman’s life. “We wanted to be as realistic as we possibly could,” said Salomon. The ads feature three different images of Hall on the page.
The firm decided to create its ads in-house this season after a fall 2001 campaign created by Lloyd & Co. and a spring 2002 campaign done by Kraftworks. Anne Klein hired Jonathan de Villiers, a British photographer and filmmaker, to shoot them. While the multi-image approach resembles the spring ads, the photographs are larger and not as close-up.