Toth Positions Riders for Consumer Lifestyles

NEW YORK As part of a strategy to grow market share, relevance and awareness, Riders Apparel will launch a print campaign in June publications highlighting its denim jeans and a new khaki pants collection for Wal-Mart. Riders is a division of VF Jeanswear distributed at the mass channel.

The effort, via indie Toth Brand Imaging in Concord, Mass., includes single executions or consecutive right-hand pages in Better Homes & Gardens, Glamour, People, Redbook and others. An advertorial insert in December will run in Cosmopolitan, Redbook and Lifetime. A budget was not revealed. Riders spent about $15 million on ads in 2003, per Nielsen Monitor-Plus.

The campaign is based on research about the preferences of Rider consumers. “She gets her styling and fashion cues from magazines,” said Holly Stewart, senior marketing manager. “She is 35-45 years old, and is a busy wife and mom with older kids and a hectic lifestyle. She spends free time reading magazines in the women’s service category, beauty and celebrity/entertainment.”

Support includes 300 in-store Riders “fit tests” in coordination with Hearst publications for holiday 2004. Rack cards will be placed in all Wal-Mart doors for the holidays. In-store radio also will tout the brand.

The product-focused campaign consists of five executions showing the denim and khakis on women against a gold background, same as last year. Ads reprise the tagline, “Jeans that fit. Beautifully.” This year, however, the women appear more realistic than in previous ads.