The first leg of its yearlong marketing blitz is a print and outdoor campaign from Shahid & Co., New York, to promote its spring men's wear collection. Ads break in March magazines.
The ads build upon last fall's risque print and outdoor campaign featuring b&w images of nude and seminude models. The initial campaign set out to create awareness among young men and build a fashion-forward image for the brand, according to Sam Shahid, the agency's owner. The new effort showcases more of its styles, he said.
The new print ads show men and women in active poses, wearing the latest Perry Ellis International fashions.
The media schedule, along with the budget, has been expanded for spring, according to Pablo de Echevarria, Perry Ellis International senior VP-marketing. Men's wear ads will appear for the first time in Wenner Media's Men's Journal and Emap USA's FHM
Perry Ellis International also launched a Web site in late 1999, (perryellis.com), which includes information on all its lines, an online fashion show and a store locator to direct shoppers to nearby retailers.
The women's collection will be previewed at a Jan. 31 fashion show in Miami and will be in stores this fall, backed by an ad campaign from Shahid. The marketer may use TV to support the jeans line, which would kick off in July or August for the back-to-school sales season.
The $10 million budget is more than twice its $4 million outlay in '98 as measured by Competitive Media Reporting.