Ultimo (brand): Difference between revisions
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==Marketing== |
==Marketing== |
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[[Rod Stewart]]'s girlfriend [[Penny Lancaster]] was the first Ultimo girl, replaced a year later by his ex-wife the [[supermodel]] [[Rachel Hunter]] while the couple were seperated/divorcing. Stewart was upset with Mone, as she had approached her fellow Scot to help her business and persuade Lancaster to model the Ultimo range for no fee.<ref>http://business.scotsman.com/topics.cfm?tid=509&id=62742004</ref> |
[[Rod Stewart]]'s girlfriend [[Penny Lancaster]] was the first Ultimo girl, replaced a year later by his ex-wife the [[supermodel]] [[Rachel Hunter]] while the couple were seperated/divorcing. Stewart was upset with Mone, as she had approached her fellow Scot to help her business and persuade Lancaster to model the Ultimo range for no fee.<ref>http://business.scotsman.com/topics.cfm?tid=509&id=62742004</ref> Stewart called Mone a ''"manipulative cow"''' and commented that: ''"I hope she (Mone) chokes on her profits."''<ref>http://business.scotsman.com/topics.cfm?tid=509&id=2292442005</ref> |
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Hunter was replaced by [[Helena Christensen]], who is supplemented in the key [[United Kingdom]] market by [[Girls Aloud]] singer [[Sarah Harding]].<ref>[http://www.ultimodirect.com/about-us/celebrity-endorsement Official Website - About Us]</ref> In April [[2007]], Stewart was insulted again when Mone signed his daughter [[Kimberly Stewart|Kimberly]] to head the Ultimo campaign into the [[United States]].<ref>http://business.scotsman.com/topics.cfm?tid=509&id=566532007</ref> |
Hunter was replaced by [[Helena Christensen]], who is supplemented in the key [[United Kingdom]] market by [[Girls Aloud]] singer [[Sarah Harding]].<ref>[http://www.ultimodirect.com/about-us/celebrity-endorsement Official Website - About Us]</ref> In April [[2007]], Stewart was insulted again when Mone signed his daughter [[Kimberly Stewart|Kimberly]] to head the Ultimo campaign into the [[United States]].<ref>http://business.scotsman.com/topics.cfm?tid=509&id=566532007</ref> |
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Revision as of 22:06, 6 June 2007
Ultimo is a Scottish designer lingerie brand founded by Michelle Mone.
History
Michelle Mone grew up in the East End of Glasgow, and after an early career as a model ran Labatt's Scottish sales and marketing team. After being made redundant and having her second child, in October 1996 whilst attending a dinner dance with her husband Michael, she decided while wearing a very uncomfortable cleavage enhancing bra that she could design something better which was:[1]
- more comfortable
- better looking,
- create more cleavage
MJM International Ltd was set up in November 1996, and three years of research, design and development resulted in the patented Ultimo bra which achieved the aims Mone had set out.
In August 1999 a month after having her third child, Mone launched Ultimo at Selfridges department store in London - Selfridges sold the pre-launch estimate of six weeks of stock within 24 hours. In April 2000 Mone won the World Young Business Achiever Award in the Epcot Centre, Florida. In May 2000 Ultimo was launched in to the United States at the Saks Fifth Avenue store in New York.[2]
After poor sales in 2002, Mone was forced to gain £100,000 of loan backing from Scottish Billionaire Sir Tom Hunter, who also holds a 25% stake in the business.[3] But the brand succesfully moved into profit on the back of celebrity endorsement, when Julia Roberts wore one to the Hollywood launch of the film "Erin Brockovich."[4] Society ‘It Girl’ Lady Victoria Hervey and Prince Charles’s wife Camilla Parker Bowles are among other well-known wearers.
Marketing
Rod Stewart's girlfriend Penny Lancaster was the first Ultimo girl, replaced a year later by his ex-wife the supermodel Rachel Hunter while the couple were seperated/divorcing. Stewart was upset with Mone, as she had approached her fellow Scot to help her business and persuade Lancaster to model the Ultimo range for no fee.[5] Stewart called Mone a "manipulative cow"' and commented that: "I hope she (Mone) chokes on her profits."[6]
Hunter was replaced by Helena Christensen, who is supplemented in the key United Kingdom market by Girls Aloud singer Sarah Harding.[7] In April 2007, Stewart was insulted again when Mone signed his daughter Kimberly to head the Ultimo campaign into the United States.[8]
Notes
- ^ http://www.mjm-international.com/pdf/MICH_MJM_DOWNLOAD.pdf
- ^ http://www.mjm-international.com/pdf/MICH_MJM_DOWNLOAD.pdf
- ^ http://business.scotsman.com/topics.cfm?tid=509&id=62742004
- ^ http://business.scotsman.com/topics.cfm?tid=509&id=62742004
- ^ http://business.scotsman.com/topics.cfm?tid=509&id=62742004
- ^ http://business.scotsman.com/topics.cfm?tid=509&id=2292442005
- ^ Official Website - About Us
- ^ http://business.scotsman.com/topics.cfm?tid=509&id=566532007