High magazine readership of fashion and lifestyle magazines including Self, Shape, Lucky, InStyle and Glamour.

That fit the following psychographic and attitudinal segmentation profiles:

Social, mobile, active, valuing style and career, with a strong interest in alternative and pop music. The proposed partnering with the musicians mentioned earlier will strengthen and amplify the branding of unpretentiousness and being real about who one is.

See friends and time spent with them as a sanctuary and time to relax; clothes to fit this lifestyle and attitude are comfortable, stylish and affordable

Integrated Marketing Campaign and Strategy

Media Mix

The following are the suggested media sources to use for the revised branding message. Print Advertising - Self, Shape, Lucky, InStyle and Glamour all need to be targeted with the initial advertising stressing the new branding.

Internet Advertising and New Web Site - it's essential that an entirely new website stressing the values of authenticity,...

The values inherent in the brand need to be mentioned; nothing on price or sales in this initial repositioning effort.