In a sign that Eddie Bauer has regained its brand vision, the Seattle marketer is launching a $12 million integrated marketing campaign this fall, promoting the company as a dominant player in outdoor-inspired apparel.
The campaign includes national magazine, newspaper, radio efforts, along with outdoor billboards and in-store promotions.
The advertising creative, featuring great American vistas, is designed to reflect the outdoor heritage inherent in the Eddie Bauer brand and show how its products help the customer explore the outdoors.
“The fall campaign and merchandising strategy personify the company’s position as an authentic American lifestyle brands,” said Engle Saez, chief marketing officer for Eddie Bauer, in a statement.
Eddie Bauer, which operates 590 stores, a catalog and three online Web sites, was said to have lost its way by going too casual in its apparel when business-casual was in vogue. Analysts observed that Bauer’s styles were too casual to wear to work. By the time the company began bringing back the more traditional looks, marketing dollars were not available to get the word out.
Now the company may have its chance.
The seeds are there for a turnaround, it’s just a function of building traffic,” said Eric Beder, senior vice president and analyst at Ladenburg Thalman & Co. in New York, in a recent interview with DIRECT magazine (Saving Spiegel, DIRECT magazine, June 2002).
Eddie Bauer is operated by the Spiegel Group, Downers Grove, IL.
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