Ellen Tracy prepares for growth under new ownership
Ellen Tracy, now owned by the GMA Group, a 30-year-old manufacturer and importer of clothing, footwear and fashion accessories, seeks to reach a new generation of consumers.
Its fall campaign, shot by Walter Chin, was developed by Moses Media.
"I think when you bring back a brand with a legacy like Ellen Tracy, it's very important to 'balancing the story with the current landscape," said Deborah Moses, Creative Director of Moses Media. "Their customer base has evolved and the customer who comes across the brand for the first time must be inspired by an energy they can relate to. identify. And it's always good if you can bring a smile to both groups, which is what we're aiming for. Additionally, Walter is good at movement and keeps it fresh, youthful, and uplifted. »
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A look of Ellen Tracy in her new campaign.In addition to an ad campaign that appears in December's Harper's Bazaar and on digital platforms, Ellen Tracy is building her direct sales channel, developing a new digital strategy and offering exclusive collections.
As reported, Sequential Brands sold Ellen Tracy to GMA in August 2021 for $17 million.< /p>
"It was important for us at this time to recast this legacy brand with the same DNA made to meet needs of these inflationary times," said George Altirs, President and CEO of Ellen Tracy. "We believe the consumer will be pleasantly surprised to learn that Ellen Tracy knows today that she can always find a down-to-earth point of view that remains elegant and effortless."
Ellen Tracy's new advertising campaign.GMA expands core competency categories through internal divisions as it grows also with licensing partners. The brand is present in more than 30 product categories.
Premiere at launch is the brand's first ever capsule, an exclusive collection of styles specially curated for EllenTracy . com and Shopbazaar.com. Each element of the capsule creates a simple and flattering dressing system. From pull-on pants, cardigans, turtlenecks and knit tops to hats and scarves, items are designed to be mixed and matched to revitalize her wardrobe. They cost between $29 and $99. A new capsule will be introduced in June. The new Ellen Tracy collection includes dresses, blazers and...
Ellen Tracy, now owned by the GMA Group, a 30-year-old manufacturer and importer of clothing, footwear and fashion accessories, seeks to reach a new generation of consumers.
Its fall campaign, shot by Walter Chin, was developed by Moses Media.
"I think when you bring back a brand with a legacy like Ellen Tracy, it's very important to 'balancing the story with the current landscape," said Deborah Moses, Creative Director of Moses Media. "Their customer base has evolved and the customer who comes across the brand for the first time must be inspired by an energy they can relate to. identify. And it's always good if you can bring a smile to both groups, which is what we're aiming for. Additionally, Walter is good at movement and keeps it fresh, youthful, and uplifted. »
Related Galleries
A look of Ellen Tracy in her new campaign.In addition to an ad campaign that appears in December's Harper's Bazaar and on digital platforms, Ellen Tracy is building her direct sales channel, developing a new digital strategy and offering exclusive collections.
As reported, Sequential Brands sold Ellen Tracy to GMA in August 2021 for $17 million.< /p>
"It was important for us at this time to recast this legacy brand with the same DNA made to meet needs of these inflationary times," said George Altirs, President and CEO of Ellen Tracy. "We believe the consumer will be pleasantly surprised to learn that Ellen Tracy knows today that she can always find a down-to-earth point of view that remains elegant and effortless."
Ellen Tracy's new advertising campaign.GMA expands core competency categories through internal divisions as it grows also with licensing partners. The brand is present in more than 30 product categories.
Premiere at launch is the brand's first ever capsule, an exclusive collection of styles specially curated for EllenTracy . com and Shopbazaar.com. Each element of the capsule creates a simple and flattering dressing system. From pull-on pants, cardigans, turtlenecks and knit tops to hats and scarves, items are designed to be mixed and matched to revitalize her wardrobe. They cost between $29 and $99. A new capsule will be introduced in June. The new Ellen Tracy collection includes dresses, blazers and...
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