Zinc Taps Youth Market
Los Angeles-based juniors contemporary sportswear manufacturer Zinc is preparing to launch its first branding campaign.
The 6-year-old company is looking to boost its momentum in juniors markets by launching a campaign that focuses on fashion-forward styles for juniors and tweens. The company declined to say how much it plans to budget for the campaign.
“I am really excited about our branding campaign,” said John Meyer, president of Zinc. “We have earned the respect of our retailers, and now I feel that Zinc has grown to a point where we are ready to talk to the customer directly.”
Zinc’s increasing popularity among teens over the past year has led the company to expand its offerings into tweens and plus-size categories. The line has also made its way into teen-oriented specialty retailers such as Delia’s, as well as catalogs for Marshall Field’s, Nordstrom and Dillard’s.
Armed with a multitude of fashion styles, the company is projecting that sales will reach $40 million during 2003, said Meyer.
The company has named Brett Ozar brand director. Previously, Ozar served as marketing director of licensed products and brand director of licensed products at Canton, Mass.-based Ecko Unlimited.
Zinc’s efforts to spread its brand image will include the establishment of a national trade and consumer print advertising program, a public-relations program, a Web site and a licensing division within the company. Zinc has also hired a Los Angeles-based marketing agency to handle public relations.
Beginning this month, print ads for the label will appear in issues of Cosmo Girl, YM and Lucky magazines.
Last month, Zinc launched its Web site, www.originalzinc.com, which includes a company biography and an image gallery showcasing the company’s Spring 2003 collection. Meyer said the company plans to add a store finder, member sign-up, teen-oriented downloads and customer feedback to the Web site. —Claudia Figueroa
