Perry Ellis Rebrands With Polka Dots
New York Times, Monday, July 16, 2012 9:17 AM
Perry Ellis International is boosting its flagship Perry Ellis men’s wear brand with polka dots. The dots are meant to evoke the heritage of the Perry Ellis brand, and add a playful attitude. In one print advertisement, the polka dots look as if they were produced by a model wielding a hole puncher. The polka dots will decorate hangtags and turn up, discreetly, in garment linings. The print ads are part of a campaign for Perry Ellis clothing, with a budget estimated at $10 million, that is intended to stimulate demand for fall merchandise like men’s shirts.
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