The seven-year-old label has relaunched its junior line with a new marketing initiative to run with the spring collection and expand just in time for back-to-school selling.
The company plans to spend between $3 million and $5 million on the new ads to appear in teen magazines, young men’s books and outdoor, as well as in movie theaters across the country.
According to Margot Lewis, owner of Mmedia, which was brought on board to market the brand, this is the first time Plugg is putting so many dollars into advertising.
“The brand has been out there, it is established being in so many doors, so they felt now was a good time for the campaign,” Lewis said at an event to launch the campaign on Tuesday.
For summer and early fall selling, Plugg is offering an array of lightweight jackets, accented with large buttons in colors like pink, green, brown and blue to go with self-belted corduroy pants and short denim skirts.
“The men’s line is a bigger business since it has been around longer,” said James Miller, Plugg’s vice president of sales. “But the junior line is growing so much faster right now.”
Hermès is launching a Laundromat pop-up shop in NYC - dubbed Hermèsmatic - where customers can bring their old scarves to be dip-dyed by an expert. Get all the details on WWD.com. #wwdnews (📷: @donstahl)