K&G Celebrates the Feeling of Being 'Invincible'

ATLANTA, March 24  /PRNewswire/ -- Great clothes can make people feel more confident in their own skin, and K&G Fashion Superstore's new advertising campaign emphasizes how the retailer offers great clothes at great prices -- providing more confidence per square foot than the average discount retailer.

Titled "Invincible," the integrated marketing communications campaign depicts people whose clothes give them the confidence to tackle any situation with "the greatest of ease."

"The desire to look and feel great hasn't changed, but now more than ever, consumers want a stylish, confident look for a great value," said Mary Beth Blake, president of K&G Fashion Superstore. "With its beautiful styling and lighthearted tone, the Invincible campaign brings to life the great brands, fashion-right styles, and low prices available at K&G."

In the "Modern-Day Hercules" TV spot, a man rescues puppies and kittens from a burning building, brushes off a nunchuck-bearing attacker, and bounces blindfolded through a crowded street -- "Invincible, at defiantly low prices every day. K&G Fashion Superstore."

In print executions, the arresting photography captures that unmistakable feeling of Invincible. In one execution, a woman in a gorgeous dress poses fearlessly, holding raw steaks in a cage of panthers. In another, a confident man in a very stylish suit stands unaffected by the large sumo wrestler hurtling toward him.

"We were really drawn to this marketing idea because it set us apart from our competition," said Diane Ridgway-Cross, chief marketing officer, K&G Fashion Superstore. "It offers a breakthrough way of illustrating that K&G has the must-have apparel and accessories of the season at low prices. Getting a great deal on a hot new outfit at K&G allows everyone to feel Invincible in whatever they choose to conquer that day."

Mullen in Winston-Salem, North Carolina, developed the campaign. Mullen Executive Creative Director Jason Black said his team set out to build brand awareness and educate consumers about the quality merchandise and real value that K&G offers.

"K&G gives you access to great clothes at great prices, but they are a brand with low awareness in a crowded retail category," Black said. "It was absolutely essential that we elevate the conversation above the merchandise and the deep discounts of our competitors. To do that, we created the 'Invincible' campaign, which dramatizes the power of a great-looking outfit in a way that breaks through the clutter."

About K&G Fashion Superstore

With over 100 locations in twenty-five states, K&G Fashion Superstore offers quality brand-name and private-label men's, women's, and children's clothing, shoes, and accessories at discounted prices. K&G's value-oriented superstore approach offers first-quality, current-season apparel, shoes, and accessories comparable in quality to that of traditional department and specialty stores at everyday low prices. K&G's merchandising strategy emphasizes broad assortments across all major categories, including tailored clothing, dresses, sportswear, dress furnishings, footwear, and accessories. This merchandise selection positions K&G to attract a wide range of customers in each of its markets. For more on K&G, visit www.kgstores.com.

About Mullen

Mullen is a full-service modern advertising agency, integrating disciplines from creative to direct response, digital marketing, public relations and social influence, media planning and buying, and performance analytics. Mullen is a brand defined by a strong and enduring culture of collective entrepreneurialism. We build and grow businesses. Mullen believes in the power of unbound: a way of thinking that frees us from convention and introduces us to new possibilities. Agency clients include LendingTree, Match.com, Ask.com, Four Seasons Hotels and Resorts, U.S. Department of Defense, MassMutual, La Quinta Inns & Suites, Panera Bread, SunTrust, General Motors, HSBC, The Stanley Works, Boston Bruins, New England Aquarium, Highmark Blue Cross Blue Shield, Kumon Learning Centers, Men's Wearhouse Group, and K&G Fashion Superstore. Headquartered in Boston, Massachusetts, the agency operates offices in North Carolina, Detroit, and Pittsburgh. Mullen is an independent brand within the Interpublic Group of Companies. For more on Mullen, visit www.mullen.com.

SOURCE K&G Fashion Superstore