DL1961, a relative newcomer to the premium jean market, is launching a new campaign to build brand awareness focusing on fabric performance rather than on one more skinny model.
Ads breaking next month highlight the brand's unique stretch technology, called X-Fit -- which it claims won't sag, bag or lose its shape -- a very different approach than the pouty, high-fashion ads of such competitors as True Religion, Citizens of Humanity and 7 for all Mankind.
"Early in the research process, we found a very convincing information," Peter Groome CEO of speculation, its advertising company, tell marketing daily. "This is a fashion and design intensive category, but rarely emphasize a core product benefits. And people want their jeans fit well -- they hope they don't look so good at Sunday morning like Saturday night. We think this is a great opportunity to tell people their jeans should work as hard and stay healthy."
Despite widespread falling, cowboy clothing sales continued window, even in a recession. The company's sales report cotton prices -- those jeans insurance premium of $100 or more -- have held up very well. (about 11 percent of the U.S. adults so many money to buy jeans.
Groome think because cowboy "is such a kind of emotion - purchase determine how much you on brand yourself, when you put them on, all say a lot about you. No matter what the economic situation, people always very connected to their jeans, and we think we have found a function, reasonable product benefits in that."
The advertisement operation, the clothes, nylon, and the household, store and direct mail, headlines like "stop until you find the only jeans, don't drop", "the locker room to the fitting room," and "you don't have to stretch your thin, find jeans not stretch out."
Brand, in 2008, the largest distribution, a division of the denim jeans manufacturer in the far east, while still providing brands like gap.
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