NEW YORK, June 29 /PRNewswire-FirstCall/ -- Iconix Brand
Group, Inc. (Nasdaq: ICON) announced today that international icon,
Britney Spears, has designed her
first ever collection of apparel and accessories for its Candie's®
brand. The limited edition collection, "Britney for Candie's," will
be exclusively available at Kohl's Department Stores (NYSE: KSS)
and kohls.com/candies starting in July to kick off the
back-to-school season.
(Photo: http://photos.prnewswire.com/prnh/20100629/NY28042
)
(Photo:
http://www.newscom.com/cgi-bin/prnh/20100629/NY28042 )
The "Britney for Candie's" limited edition collection will be
supported with a national marketing campaign including a television
commercial, print ad, outdoor, online as well as being integrated
into Kohl's back-to-school marketing initiatives.
Britney Spears said, "I was so
excited when Candie's asked me to design my very own clothing
collection. Designing was a really fun, new way for me to express
my creativity and I really wanted to create something by me for my
fans. I hope you guys love it."
This marks the pop star's first foray into fashion designing.
Spears is best known for her chart-topping multi-platinum
albums and is now moving into the fashion realm. "Britney for
Candie's" is a mixture of day and evening looks, from the best jean
to the must have LBD (Little Black Dress). The collection was
inspired by Spears' favorite music and movies and personally
designed by the star.
The marketing campaign shows Spears wearing her limited edition
collection along with her personal handwritten notes such as,
"You'll love these jeans!" and "Love this skirt for dancing…fun
& flirty." The campaign features the tagline, "Designed by me
for you!" The collection of apparel, handbags and jewelry will
range from $14.00-$78.00.
Dari Marder, chief marketing officer, Iconix Brand Group,
stated, "This was a great opportunity to offer Britney fans a
'piece of her', through this limited edition collection that has
been designed by Britney for them. It was a natural extension
of Britney's long-standing partnership with Candie's and we were
excited to offer her this new creative outlet, as she has always
been extremely involved in the fashion process on set. Our
Candie's customer will be thrilled to own exclusive clothing and
accessories created by Britney."
Spears hosted a fashion presentation in Los Angeles for friends and family to launch
her exclusive collection. She hand-selected her biggest fans to be
a part of the show and model her favorite looks from the line. A
video of the presentation is available exclusively on
www.candies.com and www.kohls.com.
The print campaign was created by the Iconix in-house marketing
team and shot by fashion photographer Cliff
Watts, and the television commercial was produced by famed
music video director, Chris Applebaum. The campaign was
shot in Hollywood, CA.
Julie Gardner, Kohl's executive
vice president and chief marketing officer, stated, "We are
incredibly excited to launch the highly-anticipated Britney for
Candie's collection exclusively at Kohl's stores nationwide and
Kohls.com for the back-to-school season. The partnership between
Iconix and Britney for the Candie's Only at Kohl's campaign
continues to evolve in fun and innovative ways, and we are
confident this new limited-edition collection will resonate with
our young customers."
During her 10 year career, Britney Spears has had 5 albums debut
at the #1 spot on the Billboard Top 200 Albums chart, as well as 23
Top 40 hits on the Billboard Pop Singles chart. Worldwide,
Britney Spears is one of the
top-selling artists of the last decade, constantly topping charts
with her albums…Baby One More Time (1999); Oops!... I Did It
Again (2000); Britney (2001); In The Zone (2003); Blackout (2007)
and Circus (2008). Worldwide she has sold over 63
million albums. Spears recently became the first artist in over
three years to debut No. 1 on the Billboard Hot 100 Chart
with her latest song, "3."
About Iconix Brand Group, Inc: 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). In addition, Iconix
owns an interest in the ARTFUL DODGER (R), ED HARDY (R), ECKO (R), MARC ECKO (R), ZOO YORK (R), MATERIAL GIRL™, and
PEANUTS (R) brands. 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. Kohl's operates its 1,067 stores in
49 states with a commitment to environmental leadership. In support
of the communities it serves, Kohl's has raised more than
$150 million for children's
initiatives nationwide through its Kohl's Cares for Kids®
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 www.kohls.com.
Contact:
Iconix Brand Group, Inc.
Maria Dolgetta
VP of Public Relations
212.730.0030
mdolgetta@iconixbrand.com
Kohl's Department Stores
Vicki Shamion
Vice President of Public and Community Relations
262-703-1464
Vicki.Shamion@kohls.com
SOURCE Iconix Brand Group, Inc.