WWD.com/media-news/retail-features/jordache-pushes-premium-568311/

NEW YORK — Jordache Premium will unveil its new advertising campaign, starring actress Brittany Murphy, in September glossies.

The campaign, shot by Patrick Demarchelier in Harriman, N.Y., is part of the company’s strategy to raise awareness of Jordache Premium, a junior line sold exclusively at Wal-Mart.

“We set up a strategic alliance with Wal-Mart to help them elevate the quality of the product by using our brand,” said Liz Berlinger, president of Jordache Enterprises. “We’ve upgraded fit, fabric and washes, and can offer a premium product to Wal-Mart that retails between $16 and $22.” The line will include basic five-pocket and fashion styles.

The ads will appear in Teen People, Seventeen, Teen Vogue and Latina, and will run through the holiday season. “We’re in conversations to do billboards — Brittany really wants us to do that,” Berlinger said. The company declined to reveal its fall budget.

This campaign follows last year’s launch of the Jordache Vintage line, which put Jordache back in the game as a luxury denim manufacturer. That line is distributed to specialty boutiques.

This story first appeared in the July 22, 2005 issue of WWD.  Subscribe Today.