The Wet Seal, Inc. (Foothill Ranch, Calif.) has announced a promotional campaign featuring 3LW, the new female-trio recording artists. The trio will be featured on direct mail postcards, in-store contest materials and on wetseal.com and seventeen.com, companion website to Seventeen Magazine (co-sponsoring the promotion). The other party involved in the deal is the Epic Records Group, a division of Sony Music.
The in-store contest grand prize will be an all expense-paid trip for three to Los Angeles for 3LW's performance at Seventeen Magazine's Hollywood Spotlight concert on June 14th at the House of Blues.
In addition, the trio's new “Playas Gon'Play” video, premiering on MTV today, will debut nationally in select Wet Seal and Contempo Stores, during 3LW's national tour with 'N Sync and Destiny's Child.
“Wet Seal's branding strategy includes merging fashion, music and entertainment,” said Cheryl Rudich, the retailer's vp of strategic marketing, “allowing us to build our brand through partnership associations. The advantage for us here is the affiliation with a hot new music talent who perfectly targets our demographics.” The retailer said other entertainment alliances are in progress for summer and fall of 2001.
Wet Seal's 568 stores in 42 states include 228 Contempo Casuals stores and 238 Wet Seal stores catering to junior customers; 84 Arden B. stores focusing on young contemporary women; and 18 Zutopia stores aimed at “tween” customers.