Genesco Plans Aggressive Marketing Effort For Journeys

Share this content:
Footwear retailer Genesco Inc, Nashville, TN, said yesterday it will increase its marketing effort for Journeys teen footwear during the second half of this year.


Genesco's plans call for revamping Journeys' Web site, a direct mail catalog, an in-store magazine and a television advertising campaign.


Journeys has hired Long Haymes Carr, a division of the Interpublic Group of Companies, as its agency of record. The company plans to devote $7 million to its marketing efforts, including vendor support, more than doubling last year's allowance.


"We have grown Journeys into a teen footwear retail powerhouse over the past five years by offering the shoes and accessories our customers want in a shopping environment they find uniquely appealing," said Ben Harris, president/CEO of Journeys. "We believe we have a critical mass to make these more aggressive marketing initiatives pay off."
Loading links....
close

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here