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Retailers (the smart ones anyhow) are trying their hardest to emphasize value in order to attract weary shoppers in today’s tough economy. Playing off this idea, women’s apparel retailer The Limited has joined forces with CPG-giant Procter & Gamble to launch a new marketing campaign. Clothing and laundry detergent go hand in hand, but bringing that connection to the in-store environment has added a new twist.
As of this week, P&G’s detergent brands Tide and Downy are partnering with The Limited to promote their new Total Care products, which put the emphasis on “clothing maintenance” and “fashion care.” Many of The Limited’s clothing items are machine washable (goodbye dry cleaning bill!), including their business suits, and the partnership aims to communicate the message that "washable is fashionable."
The $60 million dollar marketing campaign to introduce the latest line of Fashion Care Products also is based on research that has indicated a strong overlap between Tide and Downy's consumers and The Limited's clientele, according to a press release from the companies. The partnership will take place in more than 200 Limited stores across the country, with in-store elements ranging from hang tags and a gift with purchase to tissue stickers and customized signage. The partnership will also extend online to TheLimited.com and TryTotalCare.com Web sites, offering product information and an online gift with purchase. How cross-promotional is that?!
While this certainly isn’t the first time a retailer has teamed up with a CPG company, it’s an interesting take on how a company struggling in the current economic climate has branched out and stretched their creative thinking in order to survive. With a campaign that’s one part fashion, one part money saving, I think The Limited is moving in the right direction to reclaim success.
What about you? Have any stories about interesting promotions and campaigns aimed at today’s cash-strapped consumer? Share it here with the Diva.
--Jessie Bove
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