In a bid to win over younger customers, part of Jones Apparel Group Gloria Vanderbilt, that enjoyed popularity in the seventies as a pioneer of designer denim, is launching a high-budget fall ad campaign featuring the world’s hottest modeling trio – Kate Moss, Gisele Bündchen and Daria Werbowy. The campaign, meant to ramp up marketing and to improve the company’s image, is aimed at 28-35 age group, which is younger than the average Vanderbilt customer is now.

The shoot, featuring gorgeous Kate, Daria and Gisele performing on a stage dressed in white Gloria Vanderbilt tops and sleek white jeans, is a huge investment for the Jones Apparel Group and the moderately priced  Vanderbilt brand. Although Jones declined to comment on the price, such shoots can cost $300,000 including models, photographers, stylists and location fees, says Women’s Wear Daily.

The Jones Apparel Group, however, believes the expenditure will help to support the line.

“My job is to keep the brand connected, relevant and evolved as brands are one of our most critical assets,” Jones’ senior vice president of marketing, Stacy Lastrina told WWD.

“Constant investment in a brand and maintaining its relevance is more cost effective than fixing a problem.

“Everyone needs a face-lift once in a while.”

The shoot, produced at Pier 59 Studios in New York, is also meant to promote Vanderbilt’s new line of couture jeans priced $120 to $150-plus. “Sometimes where you start is where you finish,” WWD quoted chief executive officer of Gloria Vanderbilt Jack Gross as saying.

Photo by: wwd.com