Eddie Bauer Turns to TV for First Time This Century

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Outdoor clothing brand Eddie Bauer is the latest retailer to turn to TV this holiday season, following an announcement earlier this week from eBay. The 96-year-old retailer, which is based in Bellevue, Wash., will air a 30-second brand-focused commercial beginning Nov. 10 and running through Dec. 18.

This is the first time Eddie Bauer has been on the small screen since 1999.

"Now is the time to increase our messaging and TV remains an influential and effective medium to reach a wide number of consumers," said Mike Egeck, chief executive, noting that the content created for the spot will be used in a wide variety of digital formats to further engage consumers.

The 370-unit chain recently spent two years running a worldwide segmentation study of its customers to better inform the marketing campaign, Mr. Egeck said. He noted the study brought to light the "active enthusiast" as a shopper persona Eddie Bauer needed to address.

The new spot shows a series of outdoor activites like fishing, climbing and kayaking, as a voiceover mentions founder Eddie Bauer, an outdoor guide who dedicated his life to making gear to encourage people to go outdoors. "Because, just like Eddie, we believe life is better out here, where it's wild, beautiful, and meant to be shared. Now go, live your adventure," says the voiceover.

The retailer is boosting its TV effort by advertising via print, digital and social media as well. It tapped 12 social influencers, including Jacob Moon and Holly Johnson.

Eddie Bauer worked with Denver-based Factory Design Labs, its creative agency, on the new commercial, which was directed by Farm League's Tim Wheeler. Conveyor Media handled media duties.

Privately held Eddie Bauer does not release sales.

Though Mr. Egeck declined to say how much the new campaign is costing the brand, he did say that Eddie Bauer typically spends 10% of sales on marketing. The company, which was hit earlier this year with a credit card breach, spent $15.2 million on measured media in the U.S. in 2015, according to Kantar Media.

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