Toth Walks Away From London Fog

Fashion Specialty Shop Sees Opportunity With Competing Brand
BOSTON – A lifestyle-oriented campaign targeting wholesale buyers will be the last ads from Toth Brand Imaging for London Fog.
The Concord, Mass., shop, which handled London Fog for the last seven years and endured various changes in client management, resigned the estimated $2 million fashion account when its contract came up for renewal.
One factor in the decision is Toth’s growing relationship with New York-based Nautica International, which has apparel that competes directly with London Fog.
Toth recently completed a print campaign positioning the Nautica Sport Tech product line to young athletes with the tagline, “Never stop trying.” Toth also will help introduce Nautica jeans this fall, said client representative Sara Morris.
London Fog is now in the process of evaluating three shops: DiMassimo Brand Advertising, New York; Crispin Porter & Bogusky, Miami; and Sasquatch, Portland, Ore., said Melissa Merlino, director of marketing at London Fog. The client expects to have a final decision within the next few weeks. Sasquatch already handles London Fog’s Pacific Trail brand, based in Seattle.
Toth’s final London Fog campaign targets wholesale buyers now shopping for fall lineups. The executions broke in New York on bus shelters and kiosks. They will begin appearing outside the Big Apple this fall primarily in outdoor venues in Atlanta, Boston, Chicago, Minneapolis, Pittsburgh, San Francisco and Seattle, Merlino said.
A print schedule is under consideration but few commitments have been made, she said.
Merlino described the new campaign as “transitional,” intended to broaden the brand’s appeal by featuring younger men and women in contemporary settings. “These ads bring the product into focus,” she said.
The ads were photographed by Kenneth Willardt. A strobe light was used in the photo shoots to accentuate the stylish dresswear and casualwear featured on the models. The ads highlight men’s and ladies’ rain gear and outerwear available in department stores come September.
The current effort has no tagline, a departure from previous campaigns. Toth originally wrote the line, “Weather or not,” for the brand in 1994. ¡