NEW YORK: L.e.i., a Jones Apparel Group brand sold exclusively at Wal-Mart, launched a corporate branding initiative targeting its teen audience through a model contest and partnership with Teen Vogue. Working with Harrison & Shriftman and Attention PR, the company will promote the initiative, called “L.e.i. Model Citizen Campaign,” through social media and PR. The campaign also includes a national ad component.
Debbie Woloshin, SVP of marketing for L.e.i., explained that the company initially tried to come up with a strategy that could ...