The 18 biggest advertisers for the first half of 2002.
Brands such as Nike and Levi ’s spend heavily to communicate to their customers directly through advertising.Keeping a brand top-of-mind with consumers is a costly endeavor as illustrated by the level of spending, 2001.Figures include expenditures on print,magazine, radio and television advertising.
2002: $112.6 million; 2001: $117.6 million
Nike touted products for professional athletes to power-walking housewives. Maybe its slogan should be "Just Buy It."
Levi Strauss & Co.
2002: $38.4 million; 2001: $42.9 million Levi’s aimed Super Lows at Gen X and Y’ers. For their parents, who actually remember wearing the iconic brand, there’s Red Tabs.
2002: $34.6 million; 2001: $49.7 million. Adidas fought the battle for market share on the front lines — World Cup soccer fields, Olympic ski slopes, NBA and WNBA courts, and trampolines.
Sara Lee Corp.
2002: $31.5 million; 2001: $63.9 million. Sara Lee’s relentless ad spending has made Hanes and Playtex two of the most recognized brands in the world. Now it’s working on Bali and Wonderbra.
Reebok International Corp.
2002: $30.1 million; 2001: $35.4 million. A surgically enhanced Los Angeles aerobics addict and rabid sports fan are featured in Reebok’s wide-ranging Classic ad campaign.
De Beers Consolidated Mines Ltd.
2002: $25.7 million; 2001: $24 million.
De Beer’s generic "A Diamond is Forever" campaign turned it into a recognizable jewelry brand before it had any jewelry to sell.
2002: $23.4 million; 2001: $152.7 million. A burnished Bain de Soleil model is still a mainstay of the brand’s advertising.
2002: $14.1 million; 2001: $85.1 million
Gap’s previous ads alienated various consumer sectors. Its new all-inclusive tag line is, "For Every Generation. Gap." But, the firm’s financial woes continue.
2002: $12.5 million; 2001: $9.2 million
Cotton Inc.’s ad campaign features girl and boy dolls wearing everything from suits to blue jeans, staring blankly from newspaper pages.
2002: $12.3 million; 2001: $7.9 million. While the cast of characters is ever-changing, the idea of using sex to sell jeans is a constant in the parlance of creative director Paul Marciano.
Skechers USA Inc.
2002: $11.5 million; 2001: $19.9 million.
Skechers ads depict young adults having good, clean fun.
Giorgio Armani SpA
2002: $10.6 million; 2001: $11.9 million.
In a post-9/11 world, where consumers want quality and durability, Armani gives clothing and accessories a starring role.
Polo Ralph Lauren Corp.
2002: $9.4 million; 2001: $42.5 million. Ralph’s previous campaigns depicted the good life through rose-colored glasses. Some offbeat styling gives the latest ads a bit more edge.
Rolex Watch Co. SA
2002: $9.3 million; 2001: $7.2 million. Rolex is synonymous with luxury, and the company aims to keep it that way with ads that put the product front and center.
Tommy Hilfiger Corp.
2002: $9.1 million; 2001: $12.4 million. Hilfiger’s ads are like modern Norman Rockwell portraits: fresh-faced, pristine models, engaged in good, wholesome fun.
Jones Apparel Group Inc.
2002: $8.8 million; 2001: $9.9 million. Jones New York and Lauren by Ralph Lauren are two of the group’s brands. The former is the subject of a new ad campaign.
LVMH Moët Hennessy Louis Vuitton SA
2002: $8 million; 2002: $44 million.
In spring, Christian Dior ads featured soap suds-covered models wearing a look of ecstasy. For fall, the girls have graduated to the stage of a futuristic rock concert.
2002: $7.6 million; 2001: $14 million. In lieu of black-and-white newspaper ads, Cartier is going for the bold with color.
2002: $7.5 million; 2001: $13.8 million. Prada’s ads, which were straightforward for spring, have a cinematic quality for fall. The group also advertises for subsidiary Jil Sander, among others.
Alfred Angelo Inc.
2002: $6.2 million; 2001: $8.5 million. The 70-year-old company, which makes wedding gowns for budget-minded brides, is a perennial advertiser in bridal publications.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews