Iconix Brand Group, Inc. recently announced it will continue its partnership with Britney Spears for its Candie’s brand, which is exclusively sold at Kohl’s Department Stores.  Spears will appear in Candie’s fall 2009 television, print, online and in-store advertising campaign. Spears recently appeared in the junior brand’s spring print and online marketing campaign, which launched with a full size, limited edition, pull-out poster.  Leveraging its partnership with the international mega-star, Candie’s outfitted Spears for her new music video, “Radar” and will use footage from the music video for its fall television commercial. The music video features Candie’s apparel, footwear, jewelry and accessories available exclusively at Kohl’s Department Stores. The television commercial will debut later this summer and the print campaign will premiere in September issues of fashion, entertainment and lifestyle magazines.  Dari Marder, chief marketing officer, Iconix stated, “After the overwhelming excitement surrounding Britney’s spring Candie’s campaign, we decided to make our fall campaign even bigger and better. In addition, to our new television commercial, Britney’s fans will also get to see her rock her Candie’s outfits in her new ‘Radar’ video. Britney chose the looks from our new collection that she felt best represented her style.”  Julie Gardner, Kohl’s executive vice president and chief marketing officer, stated, “We are very excited that Britney Spears will continue to appear in the fall 2009 Candie’s Only at Kohl’s advertising campaign. After a successful launch in spring, we know Spears has a strong connection with our young shoppers who want great style at exceptional value.”  The campaign will be heavily integrated into Kohl’s fall 2009 marketing vehicles, including national broadcast, outdoor billboards, circulars, in-store graphics, online, direct mail and email blasts.

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