London Fog, the raincoat maker that represented two-thirds of all raincoats sold in the U.S. in the seventies, is "parting with its refined vibe to go out on a limb and make Nicole Scherzinger, "X Factor" judge and former Pussycat Doll, its new spokeswoman" – Adverising Age.
The truth is that the company has been trying to revitalize their image for years by featuring everyone from high fashion's Gisele to Eva Longoria and their latest Celebrity Endorser before Scherzinger, Christina Hendricks from "Mad Men." Christina Hendricks seems like a bump in the road on a path to modernity and was probably a result of strategic alignment between London Fog and their integration within the Mad Men Program (London Fog was one of the clients of the fictional advertising agency in the show). While the feature on "Mad Men" boosted the brand's awareness, it didn't do much for contemporizing the brand. "Christina Hendricks was fantastic for us, but she was more classic and tailored. Nicole is a little more modern and contemporary. She has a really fierce sense of style," said Dari Marder, chief marketing officer at Iconix Brand Group, which owns London Fog. "With 'X Factor,' this is her moment and it brings the brand to the forefront of the consumer's mind." according to WWD.
The move to Nicole Scherzinger represents more than a change of a face in their rolodex of Celebrity Endorsements. The style of the ads moved from trying to over sexualize the brand to making an association with fashion. And instead of just featuring the scantly clad women wearing London Fog coats in black and white images, they pair Scherzinger with high pumps and fashionable bags that elevate London Fog's association style – complete style.
What's more than Nicole's beauty is her ability to transform from pop star to reality judge. Her visibility each week on the X Factor certainly ups the ante for her reach and relevance – something the London Fog brand can use to their advantage.