Federated Goes Vintage At Lollapalooza

New apparel line takes aim at Abercrombie & Fitch

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%%STORYIMAGE_LEFT%% Federated Department Stores, Inc. is launching its new private label clothing brand American Rag in an attempt to square off against leading youth apparel marketer Abercrombie & Fitch.

With an integrated approach including paid media such as the Internet and print, the retailer is also launching American Rag with a significant presence on this summer's resurrected Lollapalooza music and culture festival tour.

American Rag, actually the name of two retail vintage clothing stores in Los Angeles and San Francisco, will become a store within a store, ramping up at 140 Federated outlets, including Macy's. The first stores launched August 1. The clothes, targeted at 15-25-year-olds, will be priced "reasonably" and will range from cool denim clothing and T-shirts to shorts and mini-skirts for girls.

"The tagline of American Rag is 'Fiercely original clothes'", said Andrew Klein, president of Revolution Marketing, New York, which brokered the deal on behalf of Federated. "Clearly Lollapalooza is the fiercely original Rock 'n' Roll festival."

%%PULLQUOTE_RIGHT%% "We were thinking about vintage American inventions like the Mustang, the surfboard, and the Fender guitar…Rock 'n' Roll made sense," said Maryellen Needham, divisional vice president of creative services at Federated.

American Rag will have a 400 square foot roadhouse at all Lollapalooza tour stops, replete with all things vintage, including video games like Ms. Pac-Man, Centipede, and Donkey Kong. Listening stations will also be set up with 8-track players playing classic music. Older-generation Magnavox TVs will also be present. "In this way, we've created an experiential image of the brand," said Klein.

The integrated program will also include a PR effort, a point-of-sale bounceback promotion, and paid media including one with AOL and print ads running in the September issues of Teen Vogue and Elle Girl.

American Rag, along with Blender magazine, is a presenter of Lollapalooza's second performance stage.

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