BACKGROUND
We launched Nautica Jeans Company into the UK market and built the profile of Nautica’s mainline collection.
We communicated key brand messages and built the brand’s profile through initial focus upon Nautica’s heritage, utilising the brands founder David Chu as a figurehead and company spokesperson.
We edited the collections for the European market and worked with the stylist Nicola Formichetti to create new brand imagery for NJC. Our team also exploited NJC’s launch activity with MTV organising competitions and relationship building after show parties with Groove Armada, Kelis and The Fun Loving Criminals. We achieved blanket coverage in key glossy mens magazines, national and regional newspapers.
