Monday, July 14, 2008

Back to School in Mid-July

Retailers love the back-to-school season almost as much as the Christmas and year-end holiday season. That's right, back-to-school is the second biggest season for retailers. It was estimated that $18.4 billion was spent by Americans on school-related shopping last year. Because of the economy it is predicted to be flat this year.

Be on the lookout for back-to-school campaigns.
  • J.C. Penny is introducing five new hot teen brands (Kimora Lee Simmons Fabulosity is one of them), and will start advertising at the end of this week. The "Get that look" ad will debut on the big screen hitting movie theaters across the country until Labor Day weekend. Shorter TV and radio spots will follow.
  • Kohl's will also start its campaign by weeks end with a new line from pop rocker Avril Lavigne.
  • Macy's will start their advertising next month in a unique way. They will be using the Internet to launch a series of documentary Webisodes called "Ragged Road" that will follow the lives of five young people who want to break into the music business. All this to promote a line they carry called American Rag which is targeted to 18-24 year olds. They are holding casting calls for the webisode now.

Looks like back to school will be filled with Hollywood and glamour - using pop culture to attract young customers who want it all.

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