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Article: SHARPER IMAGE; FOR MARKETER OF THE YEAR COLE HAAN, A SLICK AD CAMPAIGN AND A NEW STORE DESIGN GAVE THE 72-YEAR-OLD COMPANY A BRAND MAKEOVER.(Brief Article)
- Article from:
- Footwear News
- Article date:
- November 27, 2000
- Author:
CopyrightCOPYRIGHT 2000 Conde Nast Publications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Sexy fishnet stockings. A cool pug dog. A cozy hammock. The shiny metal base of a scooter. These are just a few of the lifestyle images (along with the product, of course) featured in Cole Haan's recent black-and-white ad campaign. These ads played a pivotal role of the company's efforts this past year to supplant its once-staid image and appeal to a younger, hipper consumer.
But as master marketers understand, no top-notch marketing campaign can survive on pretty pictures alone. The product must back it up. And as Cole Haan continues to make high-quality, modern footwear for men and women, the company clearly has that covered. With its comprehensive marketing ...