What a difference a gold medal makes.
Jeric Fashions Group, marketer of the Bugle Boy clothing brand in Canada, reports pre-sales of its 1993 spring line have exploded in the wake of Mark Tewksbury’s gold-medal performance in swimming at the Summer Olympic Games in Barcelona.
Bugle Boy, a male clothing line best known for its jeans, but which also produces a wide range of casual sports wear, signed Tewksbury to a one-year endorsement contract last Nov. 1.
Two campaigns
Since the signing, Tewksbury has appeared in two national bus shelter campaigns, one in February and a second in August.
The August campaign, which ended earlier this month, came out immediately after the Olympic athlete’s inspiring gold-medal win in the 100-metre backstroke
According to Shelly Zimmer, general manager of Jeric, Bugle Boy’s sales to retailer buyers are up 30% this year over last year.
Pre-sales for the 1993 spring clothing season have been going on for about six weeks and will continue into early November.
Record sales
Zimmer, who declines to disclose whether Bugle Boy intends to extend its endorsement agreement with Tewksbury, says Tewksbury’s performance in the pool has helped Bugle Boy achieve its record sales performance with the retailer trade.
But he says the Bugle Boy line is also doing well because it has been achieving increasing acceptance among its target audience of boys and young men ages eight to 23.
Ellis Teichman Communications of Toronto, Bugle Boy’s ad agency, spotted Tewksbury when he was still unknown and recommended he be signed to an endorsement contract. PA
