Today’s Fashion Headlines: Friday, July 12, 2013

July 12, 2013 • Fashion Blog, Fashion News


Juicy Couture Founders Look To Buy Back Brand

Pamela Skaist-Levy and Gela Nash-Taylor have been reaching out to private equity firms, looking for someone to help them buy back Juicy from Fifth & Pacific Cos., according to financial sources. So far, Skaist-Levy and Nash-Taylor have yet to find an investor to partner with, sources said. Final bids for Juicy were due earlier this week, sources said. Brand management firm Authentic Brands Group and private equity group IDG Capital Partners are both said to be in the bidding.

It’s unclear whether Skaist-Levy and Nash-Taylor will be able to insert themselves into the process at this point. However, if they did reclaim the brand they built, experts said the pair have the creativity to bring some excitement back to the business. Observers said Skaist-Levy and Nash-Taylor would need a strong operating partner to make the business run, as their strengths are on the creative side.

Lily Aldridge Becomes Face Of New XOXO Campaign

Lily Aldridge is following in the footsteps of Tyra Banks, Christy Turlington, Claudia Schiffer and, most recently, Erin Heatherton as the face of the XOXO ad campaign. Laspata Decaro, the New York ad agency, created the “Hugs and Kisses XOXO” campaign in the early Nineties. The fall campaign, also developed by Laspata Decaro and photographed by Rocco Laspata in New York, features the 27-year-old Aldridge in various sexy outfits with the words “Hugs and Kisses XOXO, Lily Aldridge.”

Ads will launch in the September issues of InStyle and Cosmopolitan. In addition, there will be digital, social and taxi TV ads supporting the campaign. The fall budget is up 20 percent versus a year ago, according to an XOXO spokeswoman. A Victoria’s Secret Angel, Aldridge also has her own apparel collection, called Lily Aldridge for Velvet.

The Limited Prepares For 50th Anniversary Promotion

The Limited is celebrating the milestone by donating a portion of sales of commemorative items, including a gold clutch with a 50th anniversary logo charm and a 14-karat gold-plated bracelet with a logo bar, both $50, to Dress for Success.

The retailer’s advertising and marketing campaign, including a microsite that went live this week, is customer-centric. “We want the client to feel a part of the celebration so we’re asking her opinion in a couple of campaigns we’ll release over the next five months,” said Elliot Staples, senior vice president of design.

In one poll, customers will be asked to choose their favorite of three dresses. Once the voting closes, The Limited will rush the winning design into production. “We may end up putting the other two into production as well,” Staples said. “If the votes are close, it means the consumer likes a few of them. We’re getting all the fabrics lined up so we can push the button after she votes.” Consumers will also be encouraged to submit stories to the “Talk is Chic” section of the Web site. Topics can be life lessons, advice for women or commemorative life moments. The Limited will donate $1 for every story it receives to Dress for Success. The Limited intends to evolve with its customer for another 50 years.

– Selicia A. Walker

Source: WWD

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