ANALYSIS: COMPANY CV - Nautica
By JAMES CURTIS, campaignlive.co.uk, Monday, 31 July 2000 12:00AM
Address 60 Sloane Ave, London SW3.
Address 60 Sloane Ave, London SW3.
Date of birth Originally christened State-O-Maine, Nautica was born in
Marital status Nautica is an eligible bachelor, worth dollars 400
Background Nautica was originally a yachting-inspired range launched by
US clothing company State-O-Maine. In 1993, when it became the company’s
best-selling brand, the corporate name was changed to Nautica
Based in New York, the company produces a wide range of sporty
casualwear as well as a growing portfolio of licensed merchandise,
ranging from sunglasses, fragrances and watches to furnishings.
The brand has a reasonably strong international presence, with around
450 instore concessions and 90 standalone stores wordwide. However, it
recently decided to up its profile over here and is rolling out a
pan-European marketing campaign, hoping to emulate the success of rival
preppy brands Tommy Hilfiger and Ralph Lauren. Ever since offices in the
City introduced dress-down Fridays, the sports casual look has become a
firm favourite with fashion-challenged executives and Nautica is sure to
have a strong appeal.
Major brands In the US, Nautica’s sub-brands include Nautica Competition
and NST (Nautica Sport Tech), Nautica Jeans and Byron Nelson golf wear.
Phillippa Baker is European marketing manager. Contact 020-7594 0160
Media agency Optimedia bagged Nautica’s pan-European account last
Group account director is Enyi Nwosu, with international media manager
Danni Robinson overseeing European advertising activity. Contact
Annual media spend The account is worth around pounds 1.5 million in the
UK. This is part of a pounds 4 million pan-European integrated drive
focusing on three key markets: the UK, Italy and Germany.
Media used In its bid to target the thirtysomething guy who likes to
think he’s sporty, the brand recently announced a sponsorship deal with
radio station TalkSport. The deal links Nautica to a programme called
Coasting, which features Olympic medal-winning rowers Matthew Pinsent
and Steve Redgrave in their build-up to the 2000 Olympics.
The UK plan also includes perimeter ads at England rugby matches and
advertising in the national press, including the The Sunday Times and
The Daily Telegraph.
Men’s style magazines such as GQ and Men’s Health have also been used,
and the brand recently ran a 16-page supplement in Conde Nast
Nautica ads ... the US sports casualwear brand is building its profile
with a pounds 4 million pan-European ad campaign focusing on the UK,
Italy and Germany.
This article was first published on campaignlive.co.uk
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