CANDIE'S(R) and Kohl's and Superstar Hilary Duff Announce a Multi-Media Partnership
July 11 2005 - 8:29PM
Business Wire
The Candie's brand, Kohl's and teen superstar Hilary Duff today
announced a multi-media partnership for the launch of Candie's(R)
junior brand exclusively at Kohl's 670 department stores nationwide
and on www.kohls.com this fall. The first facet of the partnership
is a fast paced, music driven commercial starring Hilary to debut
on July 18th on national networks. The soundtrack for the
commercial is Hilary's new single, "Wake-Up", which was written by
Joel and Benji Madden of the band Good Charlotte. The concept
behind the television commercial is a mysterious shopper pulls up
to a Kohl's store, jumps out of her limo in baggy sweats and then
runs into the store in search of the perfect outfit. After a
frantic shopping spree, in a late reveal, you see gorgeous, sexy
and glamorous Hilary Duff exiting the store outfitted head to toe
in Candie's products as her bodyguards can barely manage to carry
all of her Candie's purchases. Hilary said, "I am so excited about
the Candie's campaign, I just love the way the TV spot came out and
I can't wait to show all my fans and friends the new commercial and
print ads." To launch the campaign, Candie's and Kohl's are hosting
a party this evening at the Hotel Roosevelt in Hollywood, CA.
Hilary will debut her new Candie's commercial to her fans on the
opening night of her summer arena tour "Still Most Wanted" at the
Greek Theater in Los Angeles on July 12 and the spot will continue
to air at all venues throughout her tour. The television commercial
will air on national and cable networks cable such as ABC, FOX,
MTV, NBC and WB, while the print campaign made its debut in August
issues of fashion, entertainment and lifestyle magazines, such as
Seventeen, Teen People, Elle Girl, Us Weekly, Star, and Teen Vogue
and will continue to run through the fall. Neil Cole, CEO, Iconix
Brand Group, Inc., the owner of the Candie's brand, which is
licensed to Kohl's for multiple years in a wide range of apparel
and accessory categories, stated, "We are thrilled to have Hilary
as our newest Candie's girl, as well as to be integrated into her
summer tour, 'Still Most Wanted'. We look forward to working with
Hilary on Candie's back-to-school marketing and promotions that
will be executed at Kohl's stores nationwide." Julie Gardner,
Kohl's Senior Vice President of Marketing, stated, "We are
incredibly excited to launch the Candie's apparel collection
available exclusively at Kohl's with an integrated marketing
campaign featuring superstar Hilary Duff. The high energy
broadcast, spirited promotions, and trendy fun apparel and
accessories will surely resonate with today's young shoppers and
further differentiate Kohl's in the marketplace." To create
excitement at the consumer level, Kohl's will host a Candie's late
night event next month. Kohl's stores nationwide will celebrate the
arrival of Candie's at Kohl's with an exciting "shopping party"
that will include consumer prizes, autographed CD's, posters and
much more. Kohl's will support the campaign with a major online
initiative. In addition, from July 19-August 5, 2005 on
www.kohls.com consumers can enter a sweepstakes where 10 lucky
grand prize winners will get the chance to bring three friends each
to NYC to see Hilary in concert and meet her backstage. Kohl's
in-store promotions include "Candies BTS sweepstakes" from July
28-August 27, 2005, a scratch and win game consumer scratches
window to reveal winning prize message. One lucky winner will win a
customized Candie's pink VW Beetle Convertible. Candie's and Kohl's
will also support Hilary's new album by including album information
in all broadcasts of the commercial to include Hilary's name, name
of the song and the album featuring the song. Lastly, Kohl's will
support Hilary's new album and tour on the front cover of their
national circulars featuring an album mini, album name and tour
information. The campaign, album and tour will also be supported
through Kohl's in-store signage, collateral, direct mail and
featured on kohls.com and candies.com. Hilary was recently named
one of People Magazine's 50 most beautiful people and Teen People
Magazine's hottest stars under 25. Hilary recently reprised her
starring role in "Cheaper by the Dozen 2" and filmed a new movie,
"Material Girls" co-starring her sister, Haylie. About Iconix Brand
Group, Inc. Iconix Brand Group, Inc. (the "Company") (NASDAQ: ICON)
is in the business of licensing the CANDIE'S(R), BONGO(R) and
BADGLEY MISCHKA(R) trademarks on a variety of footwear, apparel and
fashion products. Through its wholly owned subsidiary, Brightstar
Footwear, Inc., the Company also arranges for the manufacture of
footwear products for mass market and discount retailers under the
private label brand of the retailer. For investor information
please visit the corporate Web site at http://www.candiesinc.com.
About Kohl's Based in Menomonee Falls, Wis., Kohl's Corporation
(NYSE: KSS) is a family-focused, value-oriented specialty
department store offering moderately priced national, exclusive and
private brand apparel, shoes, accessories and home products in an
exciting shopping environment. Kohl's operates 670 stores in 40
states. For a list of store locations and information, or for the
added convenience of shopping online, visit Kohl's Web site at
kohls.com.
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