Genesco Plans Aggressive Marketing Effort For Journeys
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."