PreVision Wins Keds Stores Biz

PreVision Marketing has been retained to provide direct marketing and database support to Stride Rite’s Keds division.

PreVision, Lincoln, Mass., was selected for the assignment following a review of undisclosed agencies and will help Keds launch six retail stores this year.

The budget was not disclosed, but sources pegged spending in the seven figures. Keds spent $10 million on ads in 2000, per CMR.

Toth Brand Imaging, Concord, Mass., continues to handle Keds’ media advertising account and is not affected by PreVision’s selection.

“Our focus is on new store openings” and will likely not include image efforts, which have been Toth’s purview, said PreVision principle/co-founder Deirdre Girard.

PreVision has previously done direct mail for Stride Rite and has also worked with Talbots, The Gap, Stop & Shop and Toys ‘R Us.

“With the launch of the new retail stores as our next step to consumer access, we need a partner with technical expertise as well as strategic and analytical abilities and retail experience,” said Kathy Doody, marketing manager for the client.

PreVision is charged with developing and maintaining a retail customer database for Keds along with a targeted communications program for new and existing Keds customers.

The first two Keds stores opened in the Atlanta area at the end of June; two are expected to open in Florida at the end of the summer. Initially, the stores will sell Keds’ women’s and kids’ lines of shoes, as well as its Grasshopper brand; they will likely expand their offerings to handbags and socks.