The apparel retailer next month kicks off a holiday ad campaign and shows off a remodeled home textiles line.
Print and TV advertising from Lowe & Partners/SMS, San Francisco, breaks in mid-September. The magazine schedule includes Conde Nast Traveler, GQ, Inc., Men's Health, Outside and Wired.
Bauer was still completing its cable buy at press time, being handled by Lowe's New York office.
The TV buys likely will focus on male viewers, said Paula Heath, director-marketing services at Bauer.
"It's a masculine brand. We want to remind men [that Eddie Bauer] is a great place to shop," Ms. Heath said.
A LOOK SIMILAR TO SPRING
The look of the holiday campaign will be similar to its spring effort that featured "equations" made up of images connected by plus signs, all equaling a photograph of an Eddie Bauer item.
The holiday push will have an edgier attitude and a stronger dose of humor, said an executive familiar with the work.
It also will promote the retailer's Web site (www.eddiebauer.com), including banner ads and one TV spot dedicated to the site, Ms. Heath said.
The spending on the holiday effort will be roughly equal to what Eddie Bauer spent on its spring campaign, she said, although declining to disclose the budget. According to Competitive Media Reporting, Eddie Bauer spent $5 million through May of 1999, five times what it put into measured media for all of 1998.
Ms. Heath said she hopes to increase spending for 2000 and may begin advertising the Eddie Bauer Home line in shelter magazines. The line of housewares and furniture has been refocused for this holiday season to build upon Bauer's flannel-and-denim heritage, said Harvey Kanter, VP of the Home division.
The Home stores and catalog have been reconfigured and repositioned; the catalog was first, in April, with the stores being done during the third quarter, Mr. Kanter said.
Everything should be complete by the fourth quarter, he said.
The Eddie Bauer Home collection has been refocused around bed and bath textiles and away from ceramics and items for the kitchen and dining room, Mr. Kanter said.
Additionally, the Home division will build up its offerings in the gift arena, with handmade items such as limited-edition commemorative snowglobes and quilts for the holidays, he said.