Clothestime Brings In Pasadena, Mainly for Direct Mail Efforts

Clothestime, an Anaheim, Calif.-based discount fashion retailer, has selected Pasadena Advertising as its ad agency.
The small Pasadena, Calif.-based shop will handle mostly direct mail and possibly some outdoor and magazine ads for the struggling retailer, according to Suzanne Marks, agency president and chief executive officer.
Pasadena created a radio campaign for Clothestime late last summer, and was awarded additional ad duties earlier this month. “We tested the radio for back-to-school, and it was successful for them,” Marks said.
The goal now is to ensure that the chain’s loyal customers are targeted through direct mail. “We want to let them know that Clothestime is still here,” Marks said.
Clothestime, which markets to women primarily between the ages of 16 and 35, has suffered financial woes in recent years. After filing for Chapter 11 bankruptcy in 1995, the company last fall announced a four-year reorganization plan, approved by a bankruptcy judge. The 24-year-old company scaled back and now operates 250 stores in 17 states, including California, Florida, Texas, Illinois, Michigan and Arizona.
In 1996, a controversial TV campaign created for the client by Mendelsohn/Zien Advertising, Los Angeles, was rejected by major broadcast networks. The spots featured sexual subjects the networks considered taboo. One showed a naked man strategically covered by a black square. Others featured cross-dressers and an implied lesbian scene. Mendelsohn, which was one of the owed creditors, resigned the account later that year. –Angela Dawson