Bitten - Sarah Jessica Parker
Branding, Print Campaign
Steve & Barry’s, a low-priced clothing chain had recently signed Sarah Jessica Parker to be the face of their new women’s line. Although they have had success developing sports celebrity brands, they had no credibility when it came to women’s fashion. KraftWorks developed a complete identity system for the label that married Sarah Jessica’s personality to the affordability of the label, 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.