Julia Alcântara
IVANA J
Billy Hazel
Austin Levine
Mikko Puttonen
Reebok is all set to launch the New Easy Tone TV Commercial created under the brand’s new “Ree” marketing platform. “Ree” is a fresh voice for the brand that remains true to the Reebok DNA and puts the brand in the centre of the conversation and the creative. To kick off the “Ree” campaign, the brand has created TV spots highlighting the key product, Reebok EasyTone. The TV spots were created by DDB Berlin. The Reebok EasyTone campaign also includes print, out-of-home, digital and in-store executions.
The “ReeTone” Easy Tone ad is a joyous, fun celebration of women that shows whether they are in the gym or wherever they go, they are getting great legs and a great butt with every step.
Commenting on the occasion, Sajid Shamim, Director Sales and Marketing, Reebok India Company said, “Seeing the overwhelming performance of Reebok Easy Tone last year, we thought of enhancing the product line for all Easy Tone enthusiasts. And, this year we bring in the new variants of Easy Tone which are high on style quotient apart from providing the benefit of toning the lower body.”
“Reebok has always been contemporary and with the launch of The ‘ReeTone’ ad we want to affirm our motive & help women stay fit & celebrate the fun filled womanhood. The new TVC is quite entertaining and shows various dimensions of women with emphasis on their toned legs and butts with the use of Reebok Easy Tone shoe”
“We wanted to make sure the TVC portrayed very self confident, stylish women and that we told this story in a fun and entertaining way from the moods, rhythm, and movement of the women to the music,” said Rich Prenderville, Reebok’s Head of Global Marketing. “And although we focus on great legs and butts, we also made sure the distinct personalities and playfulness of women in everyday situations did not get lost. The whole concept of the EasyTone product lives up to the “Ree” philosophy of making sport and fitness fun because you can tone while you live your life and that’s what the advertising brings to life.”
“In many ways, the essence of “Ree” is not new for Reebok. The idea that sports should be fun has always been part of who we are as a brand.” said Rich Prenderville. "Ree is a new, fresh way for us to communicate who we are and what we stand for as a brand.”
“Our attitude of joy in sports and fitness inspires everything we do from the products we create, to our marketing, to the athletes who endorse our brand” said Prenderville. “We give consumers what they need to rediscover their love of sports. We want our consumers to be inspired and to remember that in the end it’s about the journey – about enjoying what you do.”
With “Ree,” Reebok is asking consumers to “reethink” their perceptions of sport, and remember why they play, sweat and cheer – because it’s fun. EasyTone is the first campaign of the year to embrace this philosophy and reach out to consumers. The campaign is a fun, bold and provocative approach to sport that challenges the “winning is everything” mentality and aims to bring back the fun and joy.
This attitude will not only be carried out through marketing programs however. Reebok is taking this approach and ensuring that it is reflected in every aspect of the brand including product. The new EasyTone spring summer collection is every bit stylish and suave and the brand promises to come back with something even more exciting for Fall Winter 2010.
Reebok started its operations in India in 1995. Headed by Managing Director Mr. Subhinder Singh Prem, Reebok India has a pan-India presence and is the market leader with 950 exclusive stores. The company's brand vision is fulfilling potential, its mission – Always challenge and lead through creativity. Reebok has a 1000 member strong instructor alliance in India. Reebok supports its fun with fitness philosophy through their global tie-up with Cirque De Soleil for Jukari – Fit to Fly fitness program and in India with a fun Reebok Bollywood Workout launched in association with Modern Dance Guru Shiamak Davar.
US-based textile producers are forcing the policy makers of the country to remove the duty imposition on rayon and acrylic yarns, which are although not manufactured in the country, but are important for them to compete with their foreign counterparts.
Policy makers have failed to renew the import duty that had expired last year. The National Council of Textile Organisations (NCTO) and 74 companies in their letter to the Ways and Means Committee and its Trade Subcommittee, have requested the policy makers to approve the Miscellaneous Trade and Technical Corrections Act as, it would aid in removing the duties on acrylic and rayon yarns.
As per NCTO, the two points mentioned above are of prime concern to the industry, as the cost of acrylic yarn had increased by 50 percent and an additional 6 percent duty on it, posed a threat to the US producers, who could possibly get sidetracked completely. Similar is the situation for goods made from rayon yarns, which have an import duty of 5-10 cents per pound.
According to experts, with the removal of ban on Chinese imports in 2009 and with sudden increase of Chinese-made goods in the market, US industry is under severe market pressure owing to which, they are finding it difficult to pay the complete duty levied on acrylic and rayon yarns.
Experts are of the opinion that, if US firms were forced to pay the duties on imports of acrylic and rayon yarns then most of them will have to exit from the market, as they will turn uncompetitive for product lines that make use of these yarns.
Therefore, it is the need of the hour for the policy makers, to extend the expired policy wherein, import duty levied on these fibres was lifted, so as to help improve US industry fare well while competing in the global market, informed NCTO officials.
Banana Republic has teamed with renowned jewelry designer, Chan Luu, to create a collection of limited-edition bracelets, which launch exclusively on May 20 at Banana Republic's San Francisco accessories-only test concept store, Edition by Banana Republic. This is the first time Banana Republic has worked with a jewelry designer to create a special collection.
The collection showcases Chan Luu's signature wrap style, which brings together custom-dyed thread or leather with unique semi-precious stones, gold or sterling silver. The 17-piece collection consists of four different styles in a range of colors.
The collection will be sold exclusively at Edition and will debut at an event honoring the store's one-year anniversary. It will then be rolled out to select stores in the U.S., Canada and Japan and online in the U.S. only beginning August 10.
"We are thrilled to announce our first partnership with a world-class jewelry designer," said Simon Kneen, Creative Director and EVP of Design. "I'm excited to offer Banana Republic customers Chan Luu's signature interpretation of Banana Republic's effortless style aesthetic. Our brand is a great destination for jewelry so this adds a little something special into our already-exciting fall jewelry collection."
Chan Luu comments, "It is such a pleasure for me to collaborate with Banana Republic, a classic brand whose timeless collections provide the perfect canvas for my own. What makes our partnership even more extraordinary is our shared belief in celebrating the power of personal expression."
Fashion designer Anita Dongre recently partnered with NGO Shop for Change Fair Trade to launch a new range of western wear for the summer made from 100% Shop for Change Fair Trade certified cotton.
The new summer outfits are a mixed bag of light and summery dresses, shirts and tops in 21 vibrant and colorful designs.
This unique collection is available across all 16 AND stores and at select Shoppers Stop, Central, Lifestyle, and Pantaloons stores.
Hopeful that fellow designers will join in supporting fair trade, Anita Dongre is pioneering the fair trade movement in India as the 1st fashion designer to launch an entire range of garments made from Shop for Change Fair Trade certified cotton. Through this association, AND and Shop for Change guarantee that the farming families behind the products received a fair deal for their hard work.
Contestants make up for models at a make-up contest during the 2010 Jakarta fashion festival in Jakarta, May 20, 2010.
According to two attorneys expert in USA customs law Xinyu Li and Braian Murphy from SSSPO, California Fashion Association held a forum about textile import on 11th, May. The senior officer from customs who is in charge of textile affairs Janet Laberda delivered a speech about law enforcement against textile. In her speech, she not only claimed the customs' attitude towards LDP/DDP, qualifications of customs clearance and declared value of garments but also hinted a big blow against frauds in textile and garment trades.
Her speech covered issues like statistics of American textile and garment import in recent years and enforcement of Free Trade Agreement.
According to statistics from American customs, the total value of import of textile and garments in 2009 fiscal year is 95.4 billion US dollars, which creates tariff of 10.2 billion US dollars. The tariff from import of textile and garments took a 46% proportion of the total tariff. As a result, American customs will strengthen its legal supervision against tax evasion.
She insisted at the forum that the customs would continue the supervision against the low declared value of China exported textile and garment. The qualification of customs clearance of American importers would be carefully checked. For the disputable LDP/DDP trades, she advised American companies to stop these purchasing ways. For those have to adopt them, those companies should be really cautious. A lot of details should be rechecked.
For those illegal clearances and prevailing low declared value, she implied shocking fraud crimes would be exposed. According to above attorneys, this statement usually means the end of investigation of smuggle and tax evasion. Furthermore, people involved might face criminal charges from American government. Chinese professionals from garment industry should keep a close eye on the influence of LDP/DPP brought by American customs' actions.
Emotion and seduction yet again feature strongly within the Darquer collection, niftily balancing tradition with modern flavour.
SONATA
Going back to basics being an of-essential move, the refined and dainty appeal unique to Chantilly lace gives us a glimpse of heaven.
Transparent, evanescent and lightweight, the interplay of ruffles, flowers and openwork transcend the wearer in the manner of an inspirational song with an infectious beat. This frothy, diaphanous lace embodies the feminine ideal of charm and glamour, reminiscent of Gilda.
SARABANDE
Like an invitation to celebrate pagan rites, this theme hovers between the profane and the holy, sophistication and home-made. The ultimate in all-out, organic black shapes contrasting textures in lace with Soulages influences.
Ethereal lingerie imbued with sensual, theatrical touches takes on a new twist thanks to old-fashioned lace with an architectural feel. Hovering between ironwork and moucharaby, motifs shape striking, structured lace. A multiple theme brimming with sex appeal to get them flustered.
Jaeger Group Ltd, the iconic luxury British fashion brand, announces increased profits and expansion plans.
Results For Year To 28 February 2010 :
Financial highlights:
• EBITDA increased 16% to £7.0m (2009: £6.0m)
• Sales of £85.5m (2009: £85.5m)
Current trading 12% ahead of last year
Highlights:
• Jaeger Online is the second largest store, accounting for 5% of total sales and delivering to 29 countries. A new Flagship online store to be launched in Autumn 2010
• Continued UK expansion with 2 new stores in Liverpool One and Milton Keynes and 10 concessions opened, including Harvey Nichols
• Significant expansion planned in key international markets: Europe, Middle East and North America – including Galeries Lafayette, Nordstrom and Ogilvy
• Launch in Autumn 2010 of Boutique by Jaeger, appealing to a new customer
Belinda Earl, Group Chief Executive of Jaeger, commented: “Continued investment in Jaeger has delivered improved profit performance, despite last year’s challenging economic environment, with current sales ahead by 12% on last year. The increase in Jaeger’s UK and international portfolio and the new online Flagship store underpins our future growth. In addition, our existing customers will have more choice through the expansion of Jaeger London – increasing both the product range and the number of stores in which it is available and we will be appealing to new customers through the launch of Boutique by Jaeger, in Autumn 2010.”
Established in 1884, Jaeger is an iconic luxury British fashion brand, renowned for designing contemporary, innovative and stylish womenswear, menswear and accessories. Fashion entrepreneur Harold Tillman acquired Jaeger in 2003 and appointed Belinda Earl, the former Chief Executive of Debenhams plc, as Group Chief Executive in September 2004.
Aya Tsukioka, a Japanese designer has designed a skirt that doubles as a disguise, unfolding to look like a Coca-cola vending machine, which actually, is a colourful way out for women to blend into a busy street to avoid a chaser.
The 31-year old designer has designed this outfit with a view to help women to wander free without any fear of crime and get rid of her attackers. As there are a number of vending machines positioned on many of Japan’s city streets, women in the country have many opportunities to hide themselves behind this exclusive skirt.
Tsukioka showed off the apparel by lifting up the flap on the skirt, exposing a large cloth piece printed with the bright red Coca-Cola logo, and demonstrated how women wearing the skirt could hide behind it to get rid of a potential attacker while walking alone on streets.
Around 20 hand-sewn vending machine skirts have been sold. The designer expects to sell the outfit in global markets as well. The designer informed that this design is inspired by the Japanese ninja assassins, who cover themselves in black blankets to travel unidentified at night. According to the designer it is the easiest way for Japanese women to hide and safeguard themselves.
Summer lines of Lavish by Heidi Klum for A Pea in the Pod and Loved by Heidi Klum for Motherhood Maternity have arrived in stores and online. Destination Maternity's partnership with Heidi Klum marks the largest celebrity initiative by a maternity chain to date.
Building on the success of the spring lines, which debuted at Heidi Klum's Biggest Baby Shower at Destination Maternity in February during New York Fashion Week, the supermodel, supermom, executive producer of Project Runway and fashion icon has designed follow-up collections for summer. The collections stay true to Heidi's knowledge and experience of style, comfort and practicality during pregnancy.
The summer line of Lavish by Heidi Klum for A Pea in the Pod features 13 sophisticated styles made from fine, soft fabrics in great flattering fits.
The summer line of Loved by Heidi Klum for Motherhood Maternity features 10 affordable mix-and-match pieces that offer today's mom-to-be hip styles that are the ultimate in comfort, versatility, and fun.
"My second collections for Lavish and Loved are ready for delivery," said Ms. Klum. "They are all about making you feel beautiful inside and out; being pregnant shouldn't stop you from being fashionable and feeling great about your changing body. It's an exciting journey."
"Heidi continues to inspire us with her sense of style and creative energy," said Ed Krell, Chief Executive Officer of Destination Maternity Corporation. "Our customers are clearly connecting with her designs, and we're all excited about what's next."
