Brandon Davis: The American Face of Italian Brand "Replay"
- NEW YORK, NY, June 03, 2005 - Art dealer Brandon Davis will serve as the U.S. promotional spokesman for Italian fashion jeans maker, Replay, Thierry Andretta, U.S. president of the company, announced today.
As part of their agreement, Replay will manufacture a special edition of "Brandon" jeans with a retail price tag of $300 to $500 a pair.
The 24-year old Davis, well known among the 20-something trend makers, frequents high profile celebrity events and arts circles. He is the grandson of the late Marvin Davis, the Colorado oil tycoon and Hollywood movie mogul.
"I am real happy to represent Replay before the American public," said Davis. "In Europe, Replay has long been a coveted fashion brand, and I know it will become a favorite in America, as well."
Brandon will be formally introduced as the American face of Replay June 6 at a star-studded "Spaghetti at Midnight" event at Cipriani Downtown (UPSTAIRS) , 376 West Broadway at Broome Street in Manhattan. The invitation-only event will start at 10 p.m.
In addition to fashion jeans, Replay offers a wide variety of casual clothing, including shirts, jackets and other accessories.
Davis is an ardent admirer of the works of the late Andy Warhol, and has studied and dealt in the pop artist"s creations extensively over the last few years.
"I have a great appreciation of art, and Replay has interpreted art into the design of their clothes" said Davis. "Replay"s founder Claudio Buziol was a creative genius, and he was fond of saying each pair of his jeans and shirts had an expression of their own. I know where he was coming from."
(Mr. Buziol was a pioneer in the washed jeans look. In the 70s, he would go down to a river near his Veneto region home in Italy and use rocks to distress denim, giving it an artistic worn look.)
Brandon added: "It is very important to me that I am able to provide a portion of the funds generated by the Replay "Brandon" Jean to the Race to Erase MS. I am able to spread the word about some great clothes, and also provide support to a good cause."
Mr. Andretta said: "Replay is thrilled and excited to have Brandon in our American spotlight. He has a great eye for artistic excellence, and makes a perfect partner to project Replay to the U.S. market. Brandon personifies everything that is fun and creative about young Americans, and Replay exemplifies everything that is unique about fashionable jeans and other casual wear."
Venanzio Ciampa, a New York-based marketing specialist who used to run Swatch and Omega marketing has mapped an extensive Replay promotional campaign revolving around Brandon.
"Brandon is an exceptionally gifted young man," said Ciampa. "I was thoroughly impressed with his entrepreneurial acumen, his self-confidence and his free-spirited appreciation of the finer things in life. He connects with the targeted Replay market in the United States, and will be a great asset for us."
In recent weeks, Brandon and the design staff of Replay have been collaborating on the design and manufacture of the "Brandon" jeans.
The Davis announcement coincides with Replay"s coast-to-coast U.S. expansion that will see 30 to 50 Replay stores sprouting across the country. The company"s U.S. headquarters at 109 Prince Street in the SoHo section of New York City, also is the location of its only current U.S. store.
Mr. Andretta has spent a quarter century in the branded luxury goods sector serving in top posts with Gucci, LVHM, Ferragamo and Belfe. Last year, he was tapped by Buziol as the leader of Replay"s U.S. expansion.
Replay had sales of $300 million last year in 150 stores in 50 countries.
In mid-February, Andretta and the Fashion Box Group, Replay"s parent company, finalized the purchase of the landmark, 49-room Franklin Hotel, in South Beach, with its Mediterranean facade, fully restored natural wood lobby and glazed tile floors, and will convert it into a Replay store. It is scheduled to open next year.
"Historic buildings are what we like best" said Andretta, noting that Replay stores in such places as Paris and Venice are housed in historic structures.
Andretta recently signed a contract to open a Replay store in the fashionable South Coast Plaza in Costa Mesa, CA. The store is scheduled to open in September. He also has looked at potential store locations in San Francisco, Las Vegas and Los Angeles.
In coming months, he will focus also on Chicago, Boston, Honolulu and the Short Hills, NJ, shopping mall.
"In Europe today, we are the trendiest brand, and our collection is definitely fashion forward - elegant and sophisticated, but also young and provocative," said Andretta. "We think Replay will play well in the U.S. market; we are the new, new thing. Americans will appreciate our search for denim Nirvana."
14.12.2005 - 20:40 Source: 24-7pressrelease.com | Read: 269 X
