NEW YORK, January 9, 2003 - Alternative culture leaders will present 'Alt Marketing -- Creating A Credible Connection' as a seminar in Las Vegas at WWDMAGIC on February 20th at 3:30 p.m. in room S103. Moderated by BrandWeek's West Coast Bureau Chief, Becky Ebenkamp, the panel will include Varla Magazine Publisher Rachel Varla, Von Dutch General Manager Caroline Rothwell and Franky & Minx president, Heidi Minx.

Key points include defining and understanding the market, maintaining credibility, cross-promotional ideas for brands and retailers, examples and quick overviews of successful brands and the importance of integrity in your message. The seminar will be one hour, with models and a Q&A.

Becky Ebenkamp is West Coast Bureau Chief / entertainment writer for Brandweek, a VNU trade magazine dedicated to breaking consumer marketing news and trends.

Rachel Varla is the founder and publisher of Varla Magazine, a magazine that was created in a small Hollywood apartment in 1998 and is now found on newsstands around the world. Varla features alternative models and bands ranging from the underground to well known, with the tagline 'women and music, what else could you want?'

Caroline Rothwell is the general manager and marketing director of Von Dutch Originals; with its flagship retail store on Melrose, Von Dutch has risen from a So-Cal tradition to a premier fashion brand. Created in 1999, Von Dutch clearly recognizes the brand's artistic nature and the significance of America's counter-culture heritage. Von Dutch, the man and inspiration for the Von Dutch denim brand, is a classic American icon, enabling the company to rejuvenate a vintage culture that celebrates a distinctive American-rebel lifestyle. The products are sold nationally and internationally at their showrooms in NYC, Chicago and Los Angeles.

Heidi Minx is a PR and marketing specialist, president of alt-brand Franky & Minx, Varla model and fashion correspondent for Licensing Book Magazine.

MAGIC International, a subsidiary of Advanstar Communications, is the world's largest and most widely recognized organizer of trade shows for the apparel industry producing the MAGIC Marketplace in Las Vegas featuring MAGIC, WWDMAGIC, MAGIC kids, and the edge. On the East Coast, MAGIC International produces femme, the International Fashion Fabric Exhibition and I-TexStyle in New York.

Franky & Minx, Inc. is a New York-based lifestyle brand, built around the tattoo designs of Franky, an internationally recognized tattoo artist, and their alternative punk rock lifestyles. Started in response to the lack of authentic alternative brands on the market today, Franky & Minx does not fall into the confines of a limited niche market; it touches a wide audience that relates to the art, designs and personalities behind the brand. Franky & Minx will be in booth JR-50318.

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