It's Off-the-Rack Online for Ogilvy

Folded Edge, an Internet-based clothing retailer targeting Generation X, has enlisted Ogilvy & Mather to manage its brand launch this summer.
The site plans to make trendy apparel and accessories available to 30-something men and women interested in making a personal fashion statement without the hassles of in-store shopping.
“Gen Xers are maturing, moving beyond J. Crew and The Gap,” said Ian Latham, managing director of Ogilvy’s Atlanta office, which will handle the account. “Our job is to entertain and attract them into shopping in a new medium.”
Ogilvy & Mather topped several undisclosed East Coast agencies for the business, according to client chief executive officer and president George Hodges.
Media spending on the account is anticipated at $6-10 million annually.