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American Apparel expands agreement with U.K. website ASOS

BY Staff Writer

Los Angeles — American Apparel announced the extension of its partnership with ASOS. The U.K.-based fashion site, which has more than 3.7 million members, has expanded its buy of American Apparel products based on a 100% sell-through rate of a test buy earlier this year.

The product categories currently offered are men’s, women’s, swim and accessories, though footwear will be added in 2012. Inventory is purchased directly by ASOS through American Apparel’s wholesale business, and is then displayed and marketed through ASOS’s unique and highly successful platform.

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Macy’s brings back QR-code-enabled campaign

BY CSA STAFF

NEW YORK — Macy’s announced that it is bringing back its Backstage Pass campaign with even more engaging video content that delivers trend and helpful advice, straight from Macy’s stable of star designers and industry experts. In addition to essential tips, customers will have the chance to instantly win daily shopping sprees worth up to $500, wherever a Macy’s Backstage Pass appears, whether in-store, print or online.

“This past spring we introduced QR code technology to our customers via Macy’s Backstage Pass and focused not only on delivering fun and informative video content via their mobile phones, but also on educating consumers on this new way of engaging with us,” said Martine Reardon, Macy’s EVP marketing. “This new layer of communication between Macy’s and shoppers delivers an enhanced in-store shopping experience and creates new opportunities for personal interaction. For the next phase of this campaign, we will usher in a new series of interactive videos and provide extra incentives for customers who scan the Backstage Pass.”

Macy’s Backstage Pass codes deliver 30-second films to users’ mobile phones that provide fashion inspiration, advice and tips, the company reported. Featured designers and experts for the fall campaign include Kenneth Cole, Sean “Diddy” Combs, Tommy Hilfiger, Michael Kors, Rachel Roy, Jessica Simpson, and Martha Stewart. Additionally, Macy’s will also deliver content focused on home, men’s, young contemporary and cosmetics trends.

As part of Macy’s continued QR code technology education effort, a new Macy’s Backstage Pass television spot will debut that will not only touch upon how QR codes work, but will also entice customers to use them by alerting them to the content featured and the chance to win Macy’s shopping sprees. Starring Sean “Diddy” Combs, Tommy Hilfiger, Rachel Roy, Jessica Simpson and Martha Stewart, the 30-second spot begins airing nationwide in mid-September. In addition to the broadcast advertising, Macy’s Backstage Pass codes prominently embedded into Macy’s iconic red star will be featured throughout stores in branded displays and within print advertising.

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Cross-channel retail provider names SVP marketing

BY CSA STAFF

REDWOOD CITY, Calif. — MyBuys, a leader in cross-channel personalization for retailers, announced that Neil Patil has joined the company as SVP marketing.

Most recently, Patil served as CMO at Overtone, a social media analytics company recently acquired by KANA Software, where he led the company’s product strategy and marketing efforts resulting in adoption of customer and social listening programs by Fortune 100 retail, financial, and technology companies. Prior to Overtone, he was VP marketing at Activant Solutions, a retail and distribution software provider, where he oversaw the company’s overall marketing activities, re-branding and positioning as the company expanded markets and doubled revenues to over $400M.

"We are thrilled to have a seasoned marketing executive like Neil Patil joining the team at MyBuys," said Robert Cell, president & CEO of MyBuys. "Neil’s success in helping grow revenue substantially through innovative marketing leadership at past companies is exactly what we need to take MyBuys to the next level."

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