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PRINT IT: Forget new-media darlings. Bottega Veneta is a print believer — and newspaper print at that, contrary to media trends (see item, above). The luxury company has turned to Steven Meisel to shoot its fall-winter 2009 ad campaign and, for the first time, Bottega will aggressively advertise in newspapers globally starting in September. Some titles include The New York Times, Wall Street Journal, London Times, Financial Times, International Herald Tribune and Yomiuri Shimbun. Single still-life shots of the brand’s iconic handbag designs such as the Cabat, the Veneta or the Knot will run in the newspaper ads. The campaign, which was shot in New York in March, will break in magazines in August. As for the images, creative director Tomas Maier said, “I admire the intelligence that [Meisel] brings to fashion.…He approaches clothes with an understanding of the women who wear them and an awareness of the cultural context in which fashion exists.” — Luisa Zargani
This story first appeared in the July 7, 2009 issue of WWD. Subscribe Today.
EYE CANDY: Candie’s is doing it again. The junior brand, owned by Iconix Brand Group Inc., has partnered with Britney Spears to be the face of the Kohl’s exclusive Candie’s label for a second season.
“The [spring] ads have been very well received, as she has such a huge fan base that has an extraordinary appetite for all things Britney,” said Iconix’s chief marketing officer, Dari Marder. “And we have seen her impact on the Candie’s sales at Kohl’s as well. It is all very, very positive.”
The new ads, which will appear in time for back-to-school, will be distributed in print, online and in-store, as well as on a TV commercial for the first time. The commercial, which uses footage from Spears’ new “Radar” video, features the singer decked in Candie’s apparel, footwear, jewelry and accessories. Shot by director Dave Meyers, the commercial features the pop star becoming intrigued by a handsome player at a polo match who ultimately gets caught in her radar. It will hit later this summer.
The print ads will premiere in September issues of fashion, entertainment and lifestyle magazines. It was created by the Iconix in-house marketing team and shot by Matthew Rolston at a private estate in Santa Barbara, Calif. The estate, Marder said, was the perfect backdrop for the shoot since it had its own polo field and horse ranch. The ads showcase Spears, sprawled out on a pile of bright pink hay wearing some of Candie’s key b-t-s looks.
In addition to magazines and online advertising, the new campaign will be integrated into Kohl’s fall marketing vehicles, including national broadcast, outdoor billboards, circulars, in-store graphics, online, direct mail and e-mail blasts. — Julee Kaplan
DOWN IN THE VALLEY: Yes, it’s been bad and, yes, it can get worse. ZenithOptimedia has revised downward its forecasted declines for global ad spending for 2009. The research agency now projects spending will be off for the year by 8.5 percent, not the 6.9 percent it projected in April, compared with 2008. The first quarter came in below previous forecasts but, on a somewhat hopeful note, the spending slide during the second quarter happened at a slower pace than the first.
The agency predicts a mild global recovery of 1.6 percent in 2010; however, North American advertising is expected to shrink a further 2.4 percent.
On a more positive note, “paid search advertising” will continue to evolve upward: ZenithOptimedia suggests that Internet advertising will grow by 10.1 percent globally in 2009, ahead of its previous prediction of 8.6 percent. By 2011, Internet advertising is expected to account for 15.1 percent of all ad expenditures, from 10.5 percent in 2008.
In newspapers, the message continues to be grim. Ad spending is expected to fall by 14.7 percent, but in the near term, magazines face an even tougher time, with spending predicted to fall 16.7 percent, due in large part to formerly free-spending luxury advertisers who have cut back more severely than most others. By 2011, ZenithOptimedia said magazine advertising will rebound, returning to 1.5 percent growth while newspaper advertising is expected to be down 22.7 percent from its peak in 2007, to $101 billion. — Amy Wicks