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.”