Spending more time at home? Saving instead of splurging? Taking staycations?
Not if you’re visiting the getaway world of A|X Armani Exchange, where it’s time to indulge one’s hedonistic urges, according to the contrarian story A|X is marketing in “Utopia,” the brand’s spring campaign.
“Utopia” will mark some firsts for Armani Exchange: a media budget evenly split between print, online and urban outdoor ads, versus one formerly skewed 70 percent to print; an online magalogue premiering at armaniexchange.com, Facebook and in mobile media, and online videos of ad shoots, store events and more on A|X:TV, also at the Armani Exchange Web site.
In the world of A|X, the antidote for a winter case of the blues is to hit the beach — Myrtle Beach, S.C., under and around the Second Avenue boardwalk. “It’s a fun-loving, sensual brand, so for our spring campaign a beachy, outdoor environment [suggests] doing kids’ things, a hedonistic escape under a boardwalk,” said Tom Jarrold, senior vice president of global marketing and communications at A|X Armani Exchange.
A preview of the magalogue, “Image Book, Spring 2010,” can be viewed at armaniexchange.com by using a mouse to turn the pages, splashed with spring fashion. An expanded e-magalogue will launch in May.
A|X’s 2010 ad budget increased 15 percent versus 2009, and is up “significantly more than that in the first quarter,” Jarrold said, without providing details.
The concepts for A|X marketing campaigns are created in-house and approved by Giorgio Armani.
Armani put his personal stamp on the music on offer from Armani Exchange with his iMix Celebrity Playlist A|X, launched at iTunes in November. It is about two hours of music in 24 songs the designer associates with memorable moments in his fashion empire and the world of style. Each song listed is accompanied by a brief comment from Armani. For example, of the Black Eyed Peas’ song “I Gotta Feeling,” he said, “In 2007, Fergie attended an event to celebrate the opening of the Armani Tower in Ginza in Tokyo. She was incredibly charming and vibrant. This song represents her energy of optimism.”
The fashion designer’s iMix Celebrity Playlist, in the lifestyle section at armaniexchange.com, is a way for Armani to make a “deeper connection, real time, to his audience,” said Andy Murray, chief executive officer of Saatchi & Saatchi X. “Connecting at that level brings a sense of intimacy and trust to the brand.”
In contrast, Murray said, Starbucks’ two fledgling Seattle shops, 15th Avenue Coffee & Tea and Roy Street Coffee & Tea, which seek to impart local flavor to customers, are “getting killed in the blogosphere.” People know that in a sense it is “still Starbucks,” he observed, part of a mass marketer with revenue of $2.7 billion in its fiscal first quarter ended Dec. 27.
The outdoor campaign for A|X’s spring campaign will focus on a handful of urban locales: New York, Toronto, Miami, Los Angeles and Las Vegas. In March, 15 video billboards will appear in West Los Angeles and back-lit newsstand billboards will go up around Manhattan. These will be followed in April by a billboard in Hollywood on Sunset Boulevard and two billboards in lower Manhattan, one in the Meatpacking District, at 14th Street and Ninth Avenue, and another near the High Line park, at 18th Street and 10th Avenue.
Armani Exchange print ads are starting to appear in the March editions of magazines such as Lucky, Elle, GQ, Details, Teen Vogue, Out, InStyle, Men’s Health, Glamour and Nylon.
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“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
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The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye