Designer products in Walmart? In a move that would be down Target’s alley, Walmart signs Op on to carry their products. This is a smart move for Walmart who has been under increasing pressure to keep up with Target who is known for staying fashion forward.
For Iconix, owner of Op, this may not be quite as good. What once made Op a unique experience, will be lost among the horde of commercially dumbed down, among the common. On the other hand Iconix might end up rolling about in a pool full of cash for their trouble, so it is safe to say, that in the long run, the decision is as sound as can be.
This marketing campaign, which will have debut, sometime in May, is part of the Iconix’s strategy to continue to raise awareness of the brand. Television, movie and music personalities such as Rumer Willis, Kristin Cavallari, Christina Milian, Josie Maran, Pete Wentz, Corbin Bleu and Wilmer Valderrama will represent the brand when it launches. Op products will be found only at exclusive, select Walmart stores and at www.walmart.com
The inspiration of the campaign is “Open Road” and celebrates Op’s historical open road, California lifestyle, which the brand has represented since it’s launch in 1972.
Rumer Willis further explained, “When you think of Los Angeles and the California surfer beach vibe, you think of Op. Pete Wentz stated, “Everyone can wear Op and its cool. Fashion should make you comfortable and that is what Op does.” The campaign was shot at the Will Rogers State Park beach in Pacific Palisades, CA and Blue Cloud Ranch in Santa Clarita, CA by shutterbug, Larry Bartholomew.
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