Nine West and JAGTAG Launch Mobile Campaign With Joss Stone for Fall Vintage America Collection

JAGTAG Mobile 2D Barcodes Feature Messages from Joss Stone and Offer Consumers the Chance to Win Joss Stone's Vintage America Look

Aug 31, 2010, 09:01 ET from JAGTAG

NEW YORK, Aug. 31 /PRNewswire/ -- JAGTAG (www.jagtag.com), the U.S. leader in mobile 2D barcode advertising, and Nine West, a division of Jones Apparel Group (NYSE: JNY), today announced an integrated mobile marketing campaign to promote Nine West's Fall 2010 Vintage America Collection featuring Joss Stone. Nine West is the first company to use JAGTAGs on product packaging, such as shoeboxes, and will also use JAGTAGs in its print, online and in-store promotional materials.  

Nine West's Vintage America Collection campaign with JAGTAG allows consumers to interact with singer-songwriter and style icon Joss Stone, who helped design the new product line, through email messages, free music downloads and digital videos.  Users will also have the chance to enter a sweepstakes to win products from the Nine West Vintage America Collection.  The specially branded JAGTAG features Joss Stone's signature flower tattoo design and will appear on Vintage America Collection shoeboxes and promotional materials in print and in-stores, as well as on a microsite for the campaign (www.ninewest.com/vintageamericacollection) and in Lucky Magazine's October issue.  

Debbie Woloshin, Senior Vice President of Marketing for Nine West, said, "JAGTAG has customized every element of this interactive campaign to reflect the authentic spirit of the Vintage America – from the branded JAGTAG  to the unique messages and content that consumers receive.  We are always looking for ways to interact with our consumers and JAGTAG's design capabilities and capacity to reach mobile users across the country makes it an ideal partner for this campaign."

Ed Jordan, Chief Executive Officer of JAGTAG said, "Nine West was thoughtful in its approach and has taken the concept of interactive marketing one step further by being the first footwear brand to incorporate JAGTAGs into product packaging and design a fully integrated, 2D barcode-enabled campaign of this nature. This campaign is a strong example of how brands can engage consumers at their exact point of interest and then deliver customized content to establish and maintain a value-driven dialogue with consumers that fosters brand loyalty."  

To use JAGTAGS, consumers can take and send a photo of the JAGTAG with any camera phone and will receive multimedia content and automatically be entered into a sweepstakes to win Joss Stone's Vintage America look, including shoes, clothing, jewelry and other accessories. Those who participate in the sweepstakes will receive several text and video messages directly from Joss Stone including performance clips, behind the scenes footage from the Lucky photo shoot and how-to style tips.

JAGTAG works on all camera phones and across all major wireless carriers in the United States without requiring users to download an application. The Nine West campaign with JAGTAG will run from August 16, 2010 through October 31, 2010.

Known across the world for her amazing voice and independent spirit, Stone has been a hands-on partner with Nine West Creative Director, Fred Allard, on all aspects of the design process for key looks in the fall 2010 Vintage America collection.  Together, they have created a series of looks that showcase the laid back confidence and Bohemian style of the Nine West Vintage America Collection as envisioned through Stone's imaginative eyes.  The duo also drew a great deal of inspiration from the singer's personal tattoos and this influence is evident throughout the collection--from the footwear designs to the logo and packaging. The stylish new looks are slated to debut worldwide at select Nine West retailers at the end of August and on the collection's microsite at www.ninewest.com/vintageamerica.

About JAGTAG

JAGTAG is the only mobile 2D barcode solution that does not require the consumer to download an application prior to use and the only mobile medium that can successfully deliver optimized multimedia to both standard phones and smart phones. Anywhere a mobile consumer encounters a JAGTAG, they can use their phone to request and receive multimedia content (video, audio, pictures, text) sent immediately to their phone. To learn more, visit www.JAGTAG.com.

About Jones Apparel Group, Inc.

Jones Apparel Group, Inc. (www.jonesapparel.com) is a leading designer, marketer and wholesaler of branded apparel, footwear and accessories. The Company also markets directly to consumers through its chain of specialty retail and value-based stores and through its e-commerce web sites. The Company's nationally recognized brands include Jones New York, Nine West, Anne Klein, Gloria Vanderbilt, Stuart Weitzman, Robert Rodriguez, Kasper, Bandolino, Easy Spirit, Evan-Picone, l.e.i., Energie, Enzo Angiolini, Joan & David, Mootsies Tootsies, Sam & Libby, Napier, Judith Jack, Albert Nipon and Le Suit. The Company also markets costume jewelry under the Givenchy brand licensed from Givenchy Corporation, women's footwear under the Dockers® and Dockers® Women brands and infants', toddlers' and boys' footwear (excluding girls' footwear) under the Dockers® and Dockers® Premium brands, licensed from Levi Strauss & Co., apparel and accessories under the Rachel Roy brand licensed from Rachel Roy IP Company, LLC, and Jessica Simpson jeanswear licensed from VCJS LLC.  Each brand is differentiated by its own distinctive styling, pricing strategy, distribution channel and target consumer. The Company contracts for the manufacture of its products through a worldwide network of quality manufacturers. The Company has capitalized on its nationally known brand names by entering into various licenses for several of its trademarks, including Jones New York, Anne Klein New York, Nine West, Gloria Vanderbilt, l.e.i. and Evan-Picone, with select manufacturers of women's and men's products which the Company does not manufacture. For more than 30 years, the Company has built a reputation for excellence in product quality and value, and in operational execution.

For media inquiries, contact:

Julie Nicholson

Weber Shandwick for JAGTAG

212-445-8371

jnicholson@webershandwick.com

SOURCE JAGTAG



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