Clothier's Positioning Remains in Fashion | Adweek
Advertisement

Clothier's Positioning Remains in Fashion

Advertisement

NEW YORK Despite its acquisition by Liz Clairborne, upscale clothier Ellen Tracy continues to market itself as a brand for strong, "heroic" women in a spring print campaign featuring Cindy Crawford.

Liz Clairborne Inc. bought Ellen Tracy in September but has not asked the company to reposition itself to fit any particular niche. Instead, this season's print push will show Crawford wearing the designer's clothes for the fifth consecutive year, said Tracy Brennan, senior vice president and creative director at Ziccardi Partners Frierson Mee, the New York shop that created the effort.

"She perfectly fits the Ellen Tracy lifestyle. Cindy is a smart businesswoman, a mom and a sexy woman with personality," Brennan said.

The campaign shows Crawford on location in the Hamptons, photographed in black and white and color by Max Vadukul.

"We really wanted her to appear in a very architectural, graphic way, which goes along with the Ellen Tracy style," said Brennan.

The ads will break in the March and April issues of women's fashion magazines like Vogue, In Style and W. Campaign spending was not disclosed.

Brennan said the agency has held the Ellen Tracy account for 12 years.

Editor's Note: An earlier version of this story included an incorrect spelling of the names Tracy Brennan and Max Vadukul. That has been corrected in this version.