DONNA’S SPRING FLING
Byline: Lisa Lockwood
NEW YORK — Donna Karan is doing it her way.
This season — one year after taking her advertising account in-house — she has hiked her budget to $11 million to reach her fashion customer at home and out-of-home.
Some 270,000 Nordstrom customers this week will receive Donna Karan’s exclusive Essentials catalog, photographed by Patrick Demarchelier. (pictured at right).
The company is blitzing London with an aggressive DKNY Hollywood outdoor campaign, with oversized posters in the tube and images on bus shelters, and an image book being sent to customers of the DKNY store that opened last fall at 27 Old Bond Street.
A 12-page insert for the Karan Collection will appear in Vogue, Harper’s Bazaar and Vanity Fair. The Collection’s ad budget for spring is $1.7 million, up 7 percent from a year ago. The Collection ads for the first time feature both men and women, including Anouk Aimée, k.d. lang, Bill T. Jones, Carré Otis and Francesco Clemente. They were shot by Herb Ritts.
Karan will run an eight-page insert featuring the women’s Collection in the New York Times Sunday, March 12. The company broke all the co-op rules last Sunday when it picked up the tab for a double-page DKNY spread in the Times, tagging several retailers for free.
Next week, the DKNY Hollywood campaign kicks into high gear in New York when the billboard above the Midtown Tunnel goes up, and ads appear in posters on bus sides, bus shelters and phone kiosks. The campaign was photographed by Peter Lindbergh. The company will spend $2.7 million on its DKNY Hollywood campaign this spring; DKNY’s budget is up 7 percent from a year ago. The 24-page “onset” that’s polybagged with the March Interview went on sale this week.