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LOS ANGELES — Jag Jeans, the Redmond, Wash.-based line of affordably priced denim styles, is pairing its first national advertising campaign this fall with the test launch of a new organic offering.
This story first appeared in the July 31, 2008 issue of WWD. Subscribe Today.
The brand, part of clothing conglomerate Hartmarx, will start with single- and double-page ads in magazines such as O, The Oprah Magazine and In Style starting in September.
“Jag has been a well-kept secret,” said Barry Bates, divisional director for Jag businesses. “Thousands of women know the brand and make multiple purchases. But we wanted to take it out of the underground and really get it out there.”
The black-and-white ads, developed by Foundation Design in Seattle, come in a few variations, all featuring several women together, with a line or two of copy. One ad shows two friends having a drink, with the copy reading: “Finally the feud between fashion and fit is over. And let’s just say the future looks good, really good.”
“The ads are all about image and not about product,” said Bates. “We have to convey again who we are and wanted to do cool ads with a nice message.”
Although Bates declined to reveal the cost of the campaign, he said it was “not far away from a million dollars.”
The ad campaign will bow before the October rollout of Jag Sustainable Organics, a limited offering of knits made of sustainable bamboo and organic cotton. The 14 styles include T-shirts, sweatshirts, hoodies and bottoms in soft fabrics and colors like winter whites, pale purples, pinks and greens.
“It’s all about the hand of the fabric and colors that are very wearable,” said Bates. “We wanted them to be things that people have no problem putting with an existing top or bottom.”
Wholesale prices range from $15 to $19 for T-shirts, $27 to $35 for hoodies and knit tops, and $27 for knit pants. Those are in keeping with the denim offerings that wholesale at $36.50.
Sustainable Organics will be in about 25 percent of all Jag doors, which includes majors such as Bloomingdale’s, Nordstrom and Von Mauer. Bates said if consumers respond as well as he thinks, the offering will be expanded in breadth and availability.
“We have these two new endeavors between advertising and the sustainable line,” he said. “At a time when a lot of people are pulling back, this is a great opportunity to expose ourselves a little more and get our customer base expanded. And the Sustainable Organics line comes at a time when things have gotten a little bit too mundane in stores, and we want to bring something a little new and very today.”�