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UPPING THE ANTE: The Limited is spending big on its spring campaign, which involves a big-name model and supersized media plan. The brand has never been in the race to score a big name, but all indicators show the retailer is now ready to compete by hiring model Karolina Kurkova and tapping Trey Laird of Laird + Partners (who seems to be behind every campaign this season). The Limited declined to comment on its media budget for the season, but an industry source said that “it’s approaching the $10 million level.”
White House|Black Market has also tapped a well-known model this season. On Monday, its first spot featuring Coco Rocha will run during prime-time TV, a first for the brand. White House|Black Market has made a significant increase in TV (prime time, entertainment syndication and cable), as well as online. The print run will be the same as last season.
This story first appeared in the February 16, 2012 issue of WWD. Subscribe Today.
The spot is sort of a fashion version of “The Artist,” featuring Rocha in mostly black and white, tap-dancing and not saying a word. Her outfits change with almost every tap of her foot.