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 Apparel

Teenage apparel retailers struggle to integrate across marketing channels

February 01, 2012

Abercrombie & Fitch and American Eagle Outfitters use diverse direct marketing approaches to sell similarly priced apparel to teenagers and young adults.
 

Graphic tees raise money for famine relief

January 01, 2012

The premise behind BBH New York's "Good Shirts" campaign for UNICEF is simple: Buy a specially designed original T-shirt, and all the money from the purchase goes towards the charity's fundraising efforts to combat the current humanitarian crisis in the Horn of Africa.
 

Hampton's PajamaJeans go viral with DRTV campaign

Mercedes Cardona December 01, 2011

Hampton Direct, a direct marketer with previous direct response TV (DRTV) successes with the Total Pillow and the Wonder Hanger, faced a challenge with its 
PajamaJeans. Apparel is tricky to sell on direct channels, since the shopper can't feel the fabric or the fit of the garment.
 

Diesel elicits 'likes' in Spain

August 01, 2011

Diesel wants customers to know that finding items to "like" on Facebook is no longer limited to the digital world. Brick-and-mortar customers are now able to scan a quick response (QR) code next to each product across stores in Spain to register that they like the item 
on Facebook, just as they would an online product.
 

Boston Proper builds customer database and sales with summer catalog initiative

August 01, 2011

With a glass of Merlot in hand, an affluent 46-year-old woman skims the pages of a Boston Proper catalog packed with photos of striking models in knit tops, maxi dresses, swimwear and sandals.
 

Our look at the most - and least - engaging social media

June 01, 2011

Saucony, a running shoe company, launched eye-catching social media work alongside its first TV campaign. The digital elements of the "Find Your Strong" effort encourages runners to create T-shirts with the personal reasons that they run printed on them
 

Express launches social shopping catalog

May 03, 2011

Multichannel retailer Express launched a commerce tab on its Facebook page on May 3 that enables consumers to browse and make purchases from Express' entire product catalog without leaving the social network.
 

Executional excellence sets standard

May 01, 2011

The news grabbing headlines this month was eBay's $2.4 billion acquisition of e-commerce services giant GSI Commerce, its bid to take on industry leader Amazon.com.
 

Gilt Groupe CMO cultivates audience

May 01, 2011

As chief marketing officer of Gilt Groupe, Zucker employs a data-driven approach that allows him to streamline the luxury e-commerce retailer's marketing.
 

Q&A: Christa DePoe, general manager of 
e-commerce, Keen Footwear

May 01, 2011

Christa DePoe, the general manager of e-commerce at Keen Footwear, explains its mobile and e-commerce site tactics.
 

Continual testing on Tafford Uniforms' 
e-commerce site lifts conversion rates

May 01, 2011

The Tafford Uniforms brand has sold nurses' scrubs and other medical uniforms to healthcare workers for nearly 25 years. While other brands focused on a b-to-b model by negotiating bulk contracts with healthcare facilities, such as hospitals, Tafford remained committed to selling directly to the individual worker.
 

Retail's nature-loving outdoor brands 
seek e-commerce balance

March 01, 2011

Choosing to ignore the digital aspects of direct marketing will likely earn your brand the consumers' collective cold shoulder. Just ask The North Face and Patagonia — two outdoor apparel retailers with distinct customer approaches that effectively blend e-commerce efforts with catalog mailings.
 

Chico's boosts marketing spend; 2010 sales improve

February 23, 2011

Women's specialty retailer Chico's FAS increased marketing expenses by $4.4 million in its fiscal fourth quarter of 2010. Kent Kleeberger, EVP, CFO and treasurer of the company, said it spent more on e-marketing initiatives across all three Chico's brands.
 

Kenneth Cole tweets about Egypt

February 03, 2011

Think Kenneth Cole is a jerk? Fine. Will it keep you from buying a pair of his shoes if given the right offer at the right time? Probably not.
 

Post-holiday remarketing tactics begin

February 01, 2011

The 2010 holiday season was a merry one for retailers. Consumer spending rebounded 5% compared with last year, the largest increase since 2005, according to MasterCard's SpendingPulse.
 

Data-driven analytics yield better offers at Navy store

February 01, 2011

The Navy Exchange is a $2.5 billion retailer with more than 300 stores across the globe that caters to active and retired US sailors and their families. Its merchandise runs the gamut from clothing and food to electronics and home and bath products with brand names, such as Victoria's Secret and Levi's.
 

Payless ShoeSource promotes DeSantis to CMO

January 28, 2011

Payless ShoeSource has named Vincent DeSantis SVP and CMO. He will oversee global branding, CRM and digital initiatives, including mobile marketing and social media and report to LuAnn Via, CEO of the company.
 

Chico's marketing automation strategy pays dividends

January 01, 2011

Chico's FAS, a women's retail company, was having a hard time using customer data effectively.
 

Mobile is a necessity for modern marketing programs

Andrew Koven, president, e-commerce and customer experience, Steve Madden December 01, 2010

Mobile is essential for any retailer's multichannel strategy. This is true, not only because mobile penetration is so high, but because people have an "always-on" relationship with their mobile devices.
 

Queensboro Shirt Co. finds digital a good fit

December 01, 2010

The Queensboro Shirt Co., launched by founder and president Fred Meyers in the late 1970s, recently launched two new direct sales channels: an iPhone application and a storefront web platform.
 

Q&A: Chris Davis, SVP at Gaia Online

December 01, 2010

Chris Davis, SVP at Gaia Online, talks about how virtual worlds use digital advertising to reach consumers
 

Neeraj Sharma, director of loyalty at Ideeli

November 20, 2010

Neeraj Sharma, director of loyalty at Ideeli, talks to Shahnaz Mahmud about building a loyal customer base and the role of personalization in marketing.
 

Catalog role is comms, not sales

Mercedes Cardona November 01, 2010

Retailers continue to rely on catalogs this holiday season, but the catalog role is changing.
 
 

Sports Authority taps Allurent for e-commerce boost

July 14, 2010

The Sports Authority has selected Allurent's on-demand technology to boost its e-commerce capabilities. The sports apparel brand is looking to the software-as-a-service company's on-demand technology to help bolster its presence on SportsAuthority.com, as well as various social media and affiliate sites.
 

Banana Republic's 'Mad Men'

July 12, 2010

Clothing retail chain Banana Republic and cable network AMC have teamed up for the second year on an integrated marketing campaign promoting the fourth season of 'Mad Men.'
 

Disruptive marketing, risk can pay off

May 17, 2010

Levi's CMO Szulc discusses disruption marketing and risk taking on a budget
 

Creating better value in mailers

May 17, 2010

The recession caused marketers to rethink direct mail design for both customer acquisition and retention efforts.
 

J. Crew extends contract with Quad/Graphics, adds 'Crewcuts' duties

March 25, 2010

Apparel cataloger and retailer J. Crew signed a three-year contract extension with printer Quad/Graphics last month. Financial terms of the deal were not disclosed. Quad/Graphics will add J. Crew's standalone title for its "Crewcuts" line of children's clothing to its duties.
 

Phillips-Van Heusen to acquire Tommy Hilfiger brand

March 15, 2010

Phillips-Van Heusen Corporation has agreed to acquire the Tommy Hilfiger brand from private equity firm Apax Partners for $3 billion. Funds advised by Apax have controlled the brand since May 2006. PVH will pay $2.2 billion in cash and $800 million in stock for the fashion brand. The deal is expected to close during this year's second quarter.