Self Esteem's Urban Flavor
Self Esteem is getting in touch with its urban side with a $500,000 ad campaign set for spring 2004.
The Los Angeles–based juniors and girls’ apparel maker will introduce two ads that each feature a young girl as the company’s signature butterfly on a graffiti-painted backdrop.
The ads tie together fashion, urban culture, art and music while supporting Self Esteem’s mission of empowering young women, Self Esteem Chief Executive Officer Richard Clareman said. “Teen trends change quickly, and we feel this campaign is relevant and relates to today’s young girl,” he said.
San Diego graffiti artist Kaleb Alimboyoguen, who has gained recognition for teaching inner-city kids how to express themselves through art, created the colorful backdrops of the ads. One ad features a girl sitting on a guitar case with a graffiti-painted bus in the background. In another ad, a girl dances in front of a graffiti-painted wall.
Consumer reaction was favorable when the company showed the images to a teen focus group several weeks ago, Clareman said. “We liked that our young female customers identify with Kaleb’s work,” he added.
Beginning in March, Self Esteem’s ads will be featured in the upcoming issues of teen consumer publications YM, Elle Girl and Cosmo Girl. The ads will also be featured on community billboards, mall kiosks and in-store signage.
More than 3,000 retail stores nationwide— including those of The May Department Stores Co., Federated Department Stores Inc., The Buckle Inc. and Delia’s Corp.— sell Self Esteem apparel. Last year, the company expanded its line to include footwear, bags and accessories, sleepwear, intimates, and girls’ apparel. —Claudia Figueroa
