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BrandFreak: Shopaholics Offered Perfect Pair of Jeans

Originally published in Brandweek

The Paigeaholic Jean

Shopaholics everywhere are offered the perfect pair of jeans

January 13, 2009

For shopaholics, the first step is admitting you have a problem. The next step is taking care of the problem by buying a new pair of designer jeans.

Always there to oblige is denim brand Paige Premium, which is partnering with Bloomingdale's to roll out a new jean inspired by the upcoming Disney fashionista flick Confessions of a Shopaholic, which is based on Sophie Kinsella's best-selling book.

In the deal, brokered by entertainment marketing shop Davie Brown, Paige will create an exclusive pair for Bloomingdale's called "The Paigeaholic." The effort will be communicated through in-store signage and sweetened with a "Try on and win" incentive: Beginning Feb. 1, women who test-drive the jeans at any Bloomie's (or the Paige shop in Las Vegas) will get free tickets to the movie. "It's not very often that you get such a fashion-themed movie that you can execute so well at retail," says Farrah Louviere, director of film at Davie Brown Entertainment in Los Angeles.

The Paigeaholic is described as "a Skyline Ankle Peg cut in the brand new, innovative Cayman Blue wash ... a classic, navy blue wash made with the finest premium materials including the new DOW XLA fiber for a superior fit that compliments every way you move." It also features a silk waistband lining and a secret credit-card pocket that will be stocked with a paper (sorry) card promoting the film.

Confessions of a Shopaholic opens Feb. 13 and stars Isla Fisher as heroine Rebecca Bloomwood.

—Posted by Becky Ebenkamp


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