Mudd Jeans is readying a host of promotions to support its launch of denim jeans for curvy girls ages 15 to 24.
The new line, Delicious Curves by Mudd, comes in 17 designs and features crystals, lace trim, embroidery, bleaching and tacking. The collection hits stores this month, retailing for $29.99 to $38.
“We’re extending the brand to all segments and cultures including urban, Latina and curvier women, to whom certain items in Mudd weren’t available,” said Jay Gorman, Mudd’s president of sales, in a statement.
Delicious Curves spokesperson and recording artist Ashanti will represent the brand in a national campaign, which includes personal appearances, a TV spot and a sweepstakes.
Ashanti is scheduled to make in-store appearances at Delicious Days events at Macy’s Herald Square in New York City tomorrow (Nov. 11) and at Sears State Street in Chicago on Dec. 3. The events are sponsored by Seventeen Magazine. Consumers who bought a pair of Delicious Curves jeans will receive a VIP pass to meet Ashanti and have a chance to win prizes at a prize wheel.
Street teams will promote the launch at select Kohl’s, Macy’s and Foleys stores Nov. 18-19 and select Filene’s stores Dec. 2 and 3. Delicious Divas will be on site at participating locations to hand out gifts to girls who try on a pair of Delicious Curves jeans and to promote a Delicious Curves online model contest.
Later this month, consumers can enter to win a chance to be a Delicious Curves model by downloading a picture of themselves in their Delicious Curves jeans to Deliciouscurves.com. Entrants’ photos will be posted online. Consumers will decide who has the most “Delicious Curves” and will serve as a model for the denim line. The top vote-getter wins a VIP experience with Ashanti, including a behind-the-scenes experience at an Ashanti video shoot, an Ashanti fragrance/music package and Delicious Curves jeans. Online materials support.
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