It may seem too early for those still attending, but it’s never too early to start up the back-to-school season for retailers. The key to the success of these mid-summer rollouts, though, is to find fun ways to bring in the sales.
Earlier we wrote about the ways some retailers are using celebrity-branded clothing to appeal to pop culture-hungry teens. Macy’s is taking it a step beyond launching new brands, starting with the rollout of an in-store gaming experience and an online community for teens.
“We have an incredible lineup of newness and excitement for back-to-school this season, including great new brands, the latest fashion trends, a new content and social online fashion community, and a unique partnership with Xbox to preview it’s yet-to-be-released Kinect gaming in select stores,” said Martine Reardon, executive vice president of marketing for Macy’s. “Macy’s will be extremely competitive as a fashion and lifestyle destination for today’s trend- and tech-savvy teen.”
But that’s not all.
Macy’s has found a way to brand and publicize something it’s done all along. With its back-to-school trend report, the retailer outlines the styles and standards teens want in clothes, even going so far as to say who wants them.
“Embellished, distressed or jeggings, girls will go wild for anything denim. Paired with a bright printed tunic or plaid top, she will be looking très chic for the first day of school. Screen tees, hoodies, and skinny jeans are what boys want for back-to-school. Layering pieces and mixing and matching of prints and styles will keep him cool as the temperature rises and the schoolwork begins.”
But events such as its partnership with popular kids music brand Kidz Bop, which will feature kids from the group in TV and print advertising, as well as being the launching pad for a song from an upcoming CD release. Kids can also visit certain Macy’s locations to meet kids from Kidz Bop in person.
Macy’s partnership with Reading is Fundamental (RIF) raises money for local RIF programs to provide reading resources to underserved children. Between June 30 and July 31, customers who donate $3 will receive $10 off a purchase of $50 or more, and Macy’s will donate that $3 to RIF.
Finally, Macy’s 5th Annual Spelling Bee offers its winner a year of online learning from Kaplan Tutoring and a $150 online gift card from Scholastic.
If you’re out of breath, we are too. But Reardon makes a good point.
“Our goal for back-to-school is to create an environment where moms and kids can have fun together as they prep for a new school year,” said Reardon. “Parents naturally shop our stores for fashionable, affordable school wardrobes for their kids. Our task is to make the experience easy, enjoyable, and entertaining, so we continue to layer on new elements that offer education and interactivity.”
Back to School With a Bang
