Candie's and Kohl's Department Stores Announce an Exclusive Multi-Platform Marketing Partnership With Britney Spears
March 02 2009 - 4:01PM
PR Newswire (US)
NEW YORK, March 2 /PRNewswire-FirstCall/ -- Iconix Brand Group,
Inc. (NASDAQ:ICON) announced today that its junior brand, Candie's,
which is exclusive at Kohl's Department Stores (NYSE:KSS), signed
an exclusive partnership with world-renowned megastar, Britney
Spears. Spears will appear in the Candie's Only at Kohl's 2009
print, television, in-store and online marketing and advertising
campaigns. Candie's and Kohl's also will be heavily integrated into
all of Spears' upcoming promotional activities. (Photo:
http://www.newscom.com/cgi-bin/prnh/20090302/NY77580 ) "I'm so
excited to be the face for Candie's Only at Kohl's. Candie's and
Kohl's are doing such great things with my tour. It's great to work
with a line that has such cool clothes and accessories," states
Britney Spears about the partnership. Candie's and Kohl's will be
associate sponsors of Spears' upcoming tour beginning March 3rd.
The tour sponsorship includes exciting opportunities for consumers
and fans to be a part of the concert experience. There will be VIP
experiences with Candie's pink carpets and lounges in select
markets, and other great promotions surrounding the sponsorship. In
addition to the tour integration, Candie's will be the exclusive
host of Spears' "First Look" tour video that will debut tonight,
March 2nd exclusively at http://www.candies.com/. The video will
grant fans an exciting sneak peek into Britney's tour. Britney also
will wear Candie's apparel, footwear and accessories in an upcoming
music video off of her current album. "Britney's back and Candie's
has her," commented Dari Marder, chief marketing officer, Iconix
Brand Group, Inc. Marder added, "We are thrilled to announce our
partnership with Britney, which marks her first ever apparel
endorsement. We've worked very closely with Britney's team to
develop creative programs that will deliver exclusive opportunities
to our Candie's consumers. There is a perfect synergy between our
Candie's girls and Britney's fan base and to be able to partner
with her during such a monumental time in her career is very
exciting for the brand." "We are very excited to feature pop
culture icon Britney Spears' in the 2009 Candie's Only at Kohl's
marketing campaign," said Julie Gardner, executive vice president
and chief marketing officer for Kohl's Department Stores. "Britney
is authentic and relevant, personifying the Candie's brand. We are
confident that she will resonate with our young shoppers who want
great style at exceptional value." Spears' current album Circus has
been certified Platinum and was No.1 on the Billboard 200 charts,
making this Spears' fifth No.1 album in her career. Past Candie's
spokespeople have included Fergie, Hayden Panettiere, Hilary Duff
and Jenny McCarthy. About Iconix Iconix Brand Group Inc.
(NASDAQ:ICON) owns, licenses and markets a growing portfolio of
consumer brands including CANDIE'S(R), BONGO(R), BADGLEY
MISCHKA(R), JOE BOXER(R) RAMPAGE(R) MUDD(R), LONDON FOG(R),
MOSSIMO(R), OCEAN PACIFIC(R), DANSKIN(R), ROCA WEAR(R), CANNON(R),
ROYAL VELVET(R), FIELDCREST(R), CHARISMA(R), STARTER(R) and WAVERLY
(R). The Company licenses its brands to a network of leading
retailers and manufacturers that touch every major segment of
retail distribution from the luxury market to the mass market in
both the U.S. and around the world. Iconix, through its in-house
advertising, promotion and public relations agency, markets its
brands to continually drive greater consumer awareness and equity.
About Kohl's Based in Menomonee Falls, Wis., Kohl's (NYSE:KSS) is a
family-focused, value-oriented specialty department store offering
moderately priced, exclusive and national brand apparel, shoes,
accessories, beauty and home products in an exciting shopping
environment. By the end of April, Kohl's will operate 1,022 stores
in 49 states. A company committed to the communities it serves,
Kohl's has raised more than $102 million for children's initiatives
nationwide through its Kohl's Cares for Kids(R) philanthropic
program, which operates under Kohl's Cares, LLC, a wholly-owned
subsidiary of Kohl's Department Stores, Inc. For a list of store
locations and information, or for the added convenience of shopping
online, visit http://www.kohls.com/. Contact Information: Candie's:
Kohl's: Maria Dolgetta Vicki Shamion Public Relations Director Vice
President of Public Relations Iconix Brand Group, Inc. Kohl's
Department Stores 212.819.2084 262-703-1335
http://www.newscom.com/cgi-bin/prnh/20090302/NY77580
http://photoarchive.ap.org/ DATASOURCE: Iconix Brand Group, Inc.
CONTACT: Maria Dolgetta, Public Relations Director of Iconix Brand
Group, Inc., for Candie's, +1-212-819-2084, ; or Vicki Shamion,
Vice President of Public Relations of Kohl's Department Stores,
+1-262-703-1335, Web Site: http://iconixbrand.com/
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