New York & Co. Goes Big With Eva Mendes

9/1/13

Women’s retailer New York & Co. is teaming with actress Eva Mendes on a fashion line that is backed by its “biggest marketing launch in the company’s history,” says New York & Co.’s Gregory Scott.

The collection launches third week in September and features what executives call the “nine to after five” look. The line is priced 15% to 20% higher than typical New York & Co. apparel, primarily due to higher-end fabrics and styling.

The launch will be supported with Mendes appearing on four different print magazine covers, a heavy digital media presence, direct mail, a 20-page catalog, and email outreach.

SOURCE: New York & Company, Gregory Scott, CEO/President, 450 W. 33rd St., 5 Fl., New York, NY 10001; 212-884-2000; gscott@nyandcompany.com; www.nyandcompany.com.

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