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Global media communications campaign for marketing

The Lucky Brand Jeans is a popular clothing outfit made, marketed and distributed by the Liz Claiborne Incorporated, a company whose headquarters is in the United States. Liz Claiborne is a fashion company established in New York in 1976. It was founded by Leonard Boxer, Art Ortenberg and Liz Claiborne and became an instant success (D’Innocenzio, 2007). The company deals with the designing and marketing of a variety of both men’s and women’s fragrance, accessories and apparel.

This company sells its products directly to customers all over the world via its 13 electronic commerce sites, 336 outlet sites, 625 concessions and 399 specialty retails. The company’s products meant for men bear a label without the company’s first name ‘Liz,’ while those for women bear it. Liz Claiborne’s brands can be found in over 30,000 retail locations worldwide. The company employs about 17,000 people all over the world, and is ranked number at 440 on the Fortune 500 in 2006.

In addition to the Lucky Brand Jeans the company’s product line comprises of such brands as Kate Spade, Juicy Couture, Mexx and Liz Claiborne. Others include Usher, Realities, Mambo, Curve, Bora Bora, Narciso Rodriguez, Trifari, Monet, Marvelle, Mac and Jac, Kenziegirl, Kenzie, Dana

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Buchman, Liz and Co, Concepts by Claiborne, Claiborne and Axcess. This global media communications campaign will be aimed at marketing the Lucky Brand Jeans for distribution in India (Shaw et al, 2005).

The global market and the Indian one in particular There is a new global trend developing where more and more people are shifting from wearing of official outfit to casual wear (Clausen, 2003). Many companies worldwide are no longer very keen on their dress code since the employees’ productivity has not been affected by the change in attire (Eells, 1972). In fact, some employees have been observed to be more productive in casual wear than in official outfit.

According to a study carried out by BizRate Research, about 47 per cent of men and 50 per cent of women wear jeans, sometimes even to work. The study, which interviewed about 1396 people, found out that jeans were worn to work especially in the entertainment, technology, healthcare, training and education, military and government sectors. About 30 per cent of the respondents in this survey were of the view that casual attire helped in increasing their productivity, while a meager four per cent were of the view that it made their work harder.

As a matter of fact, 39 per cent of all the women polled said they have not worn nylon for close to year while 43 per cent of the men polled had not worn a tie. Many of the respondents attributed their liking for casual attire to the fact that it extends their true identity. About 68 per cent of office full time workers reported to have a dressing policy at their workplace. Close to 64 per cent prefer a business casual environment, 26 per cent casual attire environment and a mere 10 per cent formal dress code.

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