LONDON FOG’S X FACTOR: London Fog has tapped pop star Nicole Scherzinger as the new face of its holiday and spring campaign that breaks in December magazines. She succeeds “Mad Men” actress Christina Hendricks.
“I love trenchcoats and London Fog coats are timeless,” said Scherzinger, who is currently serving as a judge on Fox’s “The X Factor.” The print ads are slated for InStyle, Cosmopolitan and People StyleWatch, among other titles. Next month, an outdoor campaign will go up in six to 10 markets including New York and Los Angeles. A digital component will be tied to the new London Fog e-commerce site that launched in the U.S. in September. Scherzinger will push the brand on her Twitter and Facebook pages, as well.
International markets — including China, where there are over 100 licensed London Fog stores — will also roll out the new images this season.
“Christina Hendricks was fantastic for us, but she was more classic and tailored. Nicole is a little more modern and contemporary. She has a really fierce sense of style,” said Dari Marder, chief marketing officer at Iconix Brand Group, which owns London Fog. “With ‘X Factor,’ this is her moment and it brings the brand to the forefront of the consumer’s mind.”