When Altschiller Reitzfeld won the Liz Claiborne account in 1987, sales were booming at around $1.5 billion. And the nation was already" data-categories = "" data-popup = "" data-ads = "Yes" data-company = "[]" data-outstream = "yes" >

Reality Check: Liz Claiborne scraps the fantasy



When Altschiller Reitzfeld won the Liz Claiborne account in 1987, sales were booming at around $1.5 billion. And the nation was already

It soon became department stores’ No. 1 bestseller. So in 1990, Claiborne tried again with Realities, this time looking to capture an older market eager to return to traditional values. ‘We did research that showed women felt hyped by and resentful of the typical fantasy-based ads,’ says David Altschiller, the agency’s ceo.
Annie Leibovitz shot the ‘Reality Is the Best Fantasy of All’ campaign, a series of average-looking women in everyday settings, to widespread applause. ‘Women felt grateful for being made to feel of value as themselves, instead of as a sex symbol,’ says Altschiller.
This fall, Claiborne introduced Vivid, aimed at an older, more sophisticated audience. And Altschiller hints that yet another scent may be in the offing: ‘The key is to tap into the mindset of women at a certain moment in time.’
Copyright Adweek L.P. (1993)