At JCPenney, new apparel brands Supergirl by Nastia (Warner Bros. Consumer Products) and Zoo York will hit the racks, as well as re-launches of RS by Sheckler, Olsenboye and others. The retailer's BTS marketing campaign will also focus on digital, social and mobile markets in addition to traditional channels. JCP.com will feature "hauls," viral videos of teens showing off their recent purchases and offering product reviews.
"Personalization and self-expression are important to teens and they want their look to reflect their unique personalities and style," says Mike Boylson, executive vice president and chief marketing officer for JCPenney. "Using an array of innovative interactive and user-generated content, our back-to-school marketing encourages teens to take control and discover our extensive assortment of exciting styles and brands at affordable prices."
In addition to apparel, Target will also stock up on USB 4GD Tony Hawk Skate- and Burton Snow-inspired drives, and Paul Frank for Target notebooks and folders.
Subscribe and receive the latest news from the industry.
Join 62,000+ members. Yes, it’s completely free.