Lucky Launches New Ad Campaign
Los Angeles-based denim maker and retailer Lucky Brand Dungarees is going full force with its marketing plans for the holiday season.
The company recently produced a new campaign that features two print ads. The first ad shows a pair of women’s dungarees framed in a shadow box decorated with paisley and liberty prints and stripes. The other ad features a denim jacket and men’s accessories in a shadow box decorated with paisley and plaid prints along with Americana.
The ads will be featured in several fashion, lifestyle and music publications, including W, Lucky, Elle and InStyle.
“We wanted the creativity [of the ads] to be an extension of the product-driven ads we had done in the past and, at the same time, not look like every other fashion ad,” said Lucky Brand chief executive officer Gene Montesano.
Lucky Brand has focused on promoting itself though outdoor marketing, such as bus benches and kiosks and taxicab tops, as well as via broadcast advertising. In recent years, the company has created characters that represent good luck, including a Buddha figure and, more recently, “Hap,” an animated clover character that was featured in the company’s TV commercial.
Lucky Brand is sold at Nordstrom, Bloomingdale’s, Dillard’s and Fred Segal. The company operates 66 stores around the country. For more information, visit www.luckybrandjeans.com. —Claudia Figueroa
