WWD.com/fashion-news/fashion-features/mtv-ben-sherman-bridge-the-generation-gap-735245/
government-trade
government-trade

MTV, Ben Sherman Bridge the Generation Gap

NEW YORK — Ben Sherman is making its mark at the MTV Store.<br><br>The British sportswear company, which rose to popularity in the late Sixties when its following included the members of The Beatles and The Rolling Stones, is on a revival...

NEW YORK — Ben Sherman is making its mark at the MTV Store.

This story first appeared in the April 3, 2003 issue of WWD.  Subscribe Today.

The British sportswear company, which rose to popularity in the late Sixties when its following included the members of The Beatles and The Rolling Stones, is on a revival tour.

The label can be found on such bands as No Doubt and Blink 182, as well as at the MTV Store in Times Square here. The store, which mostly carries its own branded merchandise, has picked select pieces from the Ben Sherman men’s and women’s lines and is showcasing them in the store’s front windows.

“Ben Sherman’s mod clothing line, a favorite among artists and our viewers, is the perfect addition to our MTV Store,” said Heidi Eskenazi, vice president of licensing and merchandising for MTV.

Shoppers entering the store between now and April 24 also will have the chance to enter to win a Ben Sherman outfit.

“The MTV store provides the perfect venue to show our target customer the complete Ben Sherman lifestyle collection,” said Michael Buckley, chief executive officer of Ben Sherman. “Branding today is about psychographics and for Ben Sherman, that means marketing the brand in places where the young, cool, hip, music-loving guys and girls shop.”