Steve & Barry’s, a low-priced clothing chain, had recently signed Sarah Jessica Parker to be the face of its new women’s line. Although it had success developing sports celebrity brands, Steve & Barry’s had no credibility when it came to women’s fashion.
KraftWorks developed a complete identity system for Steve & Barry’s that married Sarah Jessica’s personality to the affordability of the clothing, while also establishing it as the most desired diffusion label on the market. The line was named Bitten—a playful nod to being stricken by the fashion bug—and “Fashion is not a luxury” became its empowering, more-for-less credo.
The brand received over $3 million in unpaid impressions during the pre-launch, including an entire segment on Oprah devoted to Sarah Jessica’s involvement with Bitten. Within the first week alone, sales exceeded expectations by 200%, and went on to reach over $150 million.