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YMI launches brand image campaign for spring 2010
Feb '10
YMI announces its nationally renowned brand image campaign for Spring 2010. The campaign photo shoot took place at the world class Edison lounge and the rooftop of the famous Million Dollar Hotel in the heart of downtown Los Angeles, CA. The shots and images were artistically crafted by photographer and art director, Odessy Barbu, to capture the historic essence of the locations and the youthful charm of the YMI brand.

Continuing to live up to its alluring images, the campaign shows off the hottest looks for Spring 2010, from the exclusive Extreme by YMI denim leggings to studded cuffed floods and fashion tops.

The campaign will be supported by an aggressive, highly targeted media plan, including traditional and non-traditional formats. With the objective to get much closer to the end user, the campaign will be featured in focused venues, including print, outdoor, online and social media, as well as “street” or “guerilla marketing”. Deke Jamieson, Executive Vice President of Marketing and Licensing explains, “We are using our budget more efficiently by targeting media with little or no waste. While the overall impressions in general may be reduced, the impressions to our targeted consumers are being significantly increased”.

Striving to build and maintain an even closer relationship with the junior consumer, YMI is dedicating more attention in the digital space, particularly in social media and through its highly viewed YMI Obsessed blog, Facebook fan page and Twitter. The YMI Obsessed blog features daily posts with content that resonates with its target market. Jamieson went on to say, “It's all about creating lasting relationships and providing an open forum for our fans to interact with the brand.” In a continuing effort to drive new traffic to the website and areas of social media, a substantial increase in search engine marketing and display advertising has also been implemented.

YMI is one of the leading nationally advertised junior/young contemporary brands. The corporate office and distribution facility are located in the heart of the downtown Los Angeles fashion district. YMI is distributed at better department and specialty stores nationwide. With its roots in denim YMI is rapidly expanding its product offerings across multiple product categories.


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