VIVIAN SETTING SAIL WITH NAUTICA FOR SUMMER
Byline: David Grant Caplan
NEW YORK — Online fictional fashionista Vivian Livingston has lined up a summer job as “cyber stylist” for Nautica Jeans Co.
The animated star of Vivianlives.com starts the gig July 1.
Sherrie Krantz, founder and chief executive officer of Vivianlives.com, said the two-month partnership with Nautica Jeans fills a void created by the departure of DKNY Jeans from the site late last year.
DKNY Jeans’ one-year contract with Vivianlives.com expired last December and was not renewed.
“When our relationship ended with DKNY Jeans, we were seeking another relationship with a mass jeans brand that was denim-driven, but that had a really nice fashion sensibility about it too,” she said.
Krantz launched Vivianlives.com in December 1999, while serving as the director of public relations for DKNY Jeans, Active and Juniors. She resigned from DKNY in April 2000.
During the back-to-school promotion, Vivian, 25, will occasionally be featured wearing Nautica Jeans items in the “Viv-Cam,” which depicts her doings 24 hours a day.
The character will also mention the brand in her journal.
“She’ll say ‘This guy complimented me on my jeans and they were Nautica and I was so psyched that I wore them that morning,’ ” Krantz said.
The site will also feature links to Nautica Jeans’ Web site.
“You’ll click on a pair of Nautica Jeans and then there will be a whole denim story about how to wear denim and it will be focused on Nautica product,” Krantz said.
Vivianlives.com, which is owned by Forever After Inc., will also host Nautica Jeans wardrobe giveaway contests.
Sandra Campos, senior vice president for Nautica Jeans’ women’s division, said the company will emphasize key trends on Vivianlives.com.
“We’re really going to be pushing+new silhouettes and belted denim, which we’re really focusing on as a statement for fourth quarter,” she said.
Nautica Jeans will promote the partnership in-store by posting signs in its departments.
“We really believe that Vivian is a good target customer for us,” Campos said. “She is kind of an animated version of our customer and she is pretty much the fashion arbiter and she is in-the-know of what’s happening.”