NEW YORK Bernardo Fashions will launch a print campaign this fall to support its new machine-washable suede garments made with 3M Scotchgard Protector. Co-branding with 3M and an ongoing promotional effort with Woolite Fabric Wash enhance the effort.
Print via Chillingworth/Radding in New York will run in lifestyle publications including O, InStyle and Vogue through November. The company is planning its first spring campaign for next year.
Support also includes direct mail, point of purchase and a gift with purchase. The budget, per company estimates, will exceed $3.5 million.
Nordstrom is the exclusive retail partner for the product through November. The collection then will be sold through additional retailers.
The ads show a model in the foreground wearing a washable suede garment with a fountain in the background, emphasizing the water-resistant qualities of the product. The tagline is "Wear it anywhere. Wash it at home."
"This is a new category of product that deals with the reality of the marketplace today," said Stuart Pollack, Bernardo president. "The clothing is easy-care, easy-wear. It is washable and stain- and water-resistant. It's a lifestyle product, so we are taking our message to lifestyle publications."