American Apparel Giant Liz Claiborne Launches First Latin-Influenced Fragrance.Business Editors/Lifestyle Editors NEW YORK--(BUSINESS WIRE)--May 1, 2001 $20 Million Mambo Campaign Turns Latino Style Into Hot New Aspirational Category Liz Claiborne This article is about the corporation Liz Claiborne Inc. For the fashion designer who founded the company, see Liz Claiborne (fashion designer). Liz Claiborne Inc. Cosmetics cosmetics, preparations externally applied to change or enhance the beauty of skin, hair, nails, lips, and eyes. The use of body paint for ornamental and religious purposes has been common among primitive peoples from prehistoric times (see body-marking). , the $200 million fragrance division of the $3 billion American apparel American Apparel, LLC is a clothing manufacturer and retailer based in an 800,000 square foot factory in downtown Los Angeles, California. The company is most well known for making basic cotton knitwear such as t-shirts and underwear, but in recent years the product line has giant, Liz Claiborne, Inc. announces the $20 million launch of the first Latin-influenced fragrances, Mambo for both men and women. "Hispanic Hispanic Multiculture A person of Mexican, Puerto Rican, Cuban, Central or South American, or other Spanish culture or origin, regardless of race Social medicine Any of 17 major Latino subcultures, concentrated in California, Texas, Chicago, Miam, NY, and elsewhere is hip. Latin culture has become mainstream," remarks Neil Katz Katz , Bernard 1911-2003. German-born British physiologist. He shared a 1970 Nobel Prize for the study of nerve impulse transmission. , President of Liz Claiborne Cosmetics. "It is a powerful new trend that we believe is a natural way to connect with a diverse audience of 18-34 year olds. Liz Claiborne is the first to acknowledge this trend in the fragrance category. There is a tremendous affinity for the sensuality and the confidence expressed in Latin culture - a fun, sexy attitude that has great validity to the young people of Gen-X." The time is right for an American corporation such as Liz Claiborne to acknowledge the influence of this rapidly growing population group (segment growth is estimated at 85% between 2001 and 2030). The rising popularity of Latino style is demonstrated in music, sports, film and fashion...Latin music sales climbed 25% in 2000 (although the overall market dropped by 3%), Salsa has replaced ketchup as the favorite condiment in the U.S.A., and the no. 1 imported beer in this country comes from Mexico. "Mambo is part of the cultural shift toward all things Latin," Neil Katz adds. "We believe that with Mambo we will capture the imagination of department store fragrance consumers. Mambo is a fragrance that taps into the attitude of the music people are listening to like Ricky Martin, the glamour of the personalities they are watching like Jennifer Lopez or Penelope Cruz and the colorful, revealing fashions they are wearing on the streets of cities from LA to Miami." Fashion has adopted the sexy Latin look - it's on the runways from Paris to New York New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of as well as the pages of influential lifestyle magazines from Vogue Vogue leading fashion magazine in France and America. [Fr. and Amer. Culture: Misc.] See : Fashion to Latina. Forecasters estimate that Latin street fashion, the new apparel of choice for urban youth, is on its way to becoming a $2.5 billion industry. Latin is a feeling that will be expressed in the $20 million promotion and advertising campaign running September through December 2001. Created by Avrett, Free & Ginsberg, the campaign will specifically address the impact of the hottest psychographic In the field of marketing, demographics, opinion research, and social research in general, psychographic variables are any attributes relating to personality, values, attitudes, interests, or lifestyles. They are also called IAO variables (for Interests, Attitudes, and Opinions). of Generation-X. Print ads will break in September women's, men's and dual audience magazines. The Mambo TV commercial will air starting in late August in English, Spanish and Spanglish versions. "The appeal of Mambo transcends ethnicities. The Latin dance The term Latin dance has two meanings, depending on whether the context is social or ballroom dance. Dances from Latin America First, dances originating in Latin America. Typically these are Cha cha cha, Rumba, Samba, Salsa, Mambo, Merengue, Bachata, Cumbia, Bolero. beat of the Mambo TV commercial will be readily understood," observes Art Spiro, VP Marketing, Liz Claiborne Fragrances. "Mambo makes the statement that Latin culture is authentic and alluring - it is the new aspirational category." Sue Hochman, VP Sales, Liz Claiborne Fragrances, explains further, "With this launch, Liz Claiborne is making a cutting edge statement in recognizing the integration of Latin culture into everyday life -it's a fragrance for everyone." |
|
||||||||||||||||
Printer friendly
Cite/link
Email
Feedback
Reader Opinion