The new ad effort follows troubling financial announcements from Spiegel, a unit of the Spiegel Group, which also owns Eddie Bauer. The catalog and Internet retailer announced that it expects earnings for 2001 to fall 10% to 15%. Spiegel's May revenue was $223 million, down 5% from $234.7 million in May 2000.
Three print ads carrying the tagline "Here's to being a woman" will run in July and August issues of home and women's magazines including House Beautiful, InStyle, Marie Claire and Martha Stewart Living. The ads show the bodies of a man and woman but not their whole faces and promote dresses, shoes and housewares.
One execution for silk bedding reads: "Men get the basement. We get the rest of the house. You do the math." -- Cara Beardi
Copyright June 2001, Crain Communications Inc.