10 Shops To Vie For Chic Account

Looking for “a more consistent approach” in its advertising, Chic by H.I.S has contacted several New York shops about creative duties for its brands, said Mitchell Guest, Chic’s vice president of purchasing.
For the past 10 years, Chic has done ads in-house or hired shops on a project basis.
Some management shifts also spurred the review, Guest said. Chic recently named Dan Rubin chief executive officer. National sales manager Stephen Weiner was named acting president when Robert Luehrs left due to illness. Luehrs served as creative director on a 1997 print ad featuring a woman waist deep in water in a mangrove cove, naked except for her jeans. The tagline: “It’s what you feel that counts.”
The client will meet with 10 shops before cutting the field to three, said Guest. A winner will also be chosen by mid-August. The prevailing agency will also launch a new line of jeans, tentatively named Zinc.
Chic spent more than $2 million on ads in 1997, according to Competitive Media Reporting, although Guest said Chic may increase its 1998 budget. Media duties will stay with Western International Media.
New York-based Chic markets moderately priced clothes for men, women, boys and girls such as jeans, jean shorts, casual pants and shorts. The lines are sold under the H.I.S, Chic and Chic Kids brands.
The jeans category leaders are Levi Strauss & Co. and VF, which markets Lee, Rustler, Brittania and Wrangler.