REAL ESTATE

J. Crew plans Asia expansion

BY Dan Berthiaume

New York – J. Crew is reportedly planning to expand into Asia. According to the Wall Street Journal, J. Crew will open two new stores in Hong Kong on May 21.

The Hong Kong stores will be J. Crew’s first Asian stores since it closed its stores in Japan in 2008. In 2012, J. Crew said it planned to open stores in Hong Kong, and the U.K., and opened three U.K. stores in 2013. The retailer plans to open five or six stores in Hong Kong in the next few years, and may also open new stores in Japan.

Media reports have indicated J. Crew is possibly seeking to sell itself, and having an Asian presence would boost its value to investors.

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MARKETING/SOCIAL MEDIA

Burger King prepares new slogan

BY Dan Berthiaume

Miami – Burger King Corp. is preparing a new marketing slogan, “Be Your Way.” The new slogan, which appeared in an online video in April 2014, will be featured in a TV ad for the first time on May 26.

The new slogan replaces “Have It Your Way,” which has served as Burger King’s official marketing tagline since 1974, although it has not been actively used in recent months. Ad agency David helped Burger King develop the slogan, which will debut in the U.S. and then roll out worldwide. Burger King says “Be Your Way” relates to the broader consumer lifestyle instead of focusing solely on their purchase.

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MARKETING/SOCIAL MEDIA

Cole Haan offers omnichannel shoe customization

BY Dan Berthiaume

New York – Cole Haan is opening The Driver Shop in six retail locations, offering personalization of the driving moccasin with several accessories in dozens of colors. In stores, accessories are available at stations where on-site "mechanics" will outfit Cole Haan Drivers to customer specifications by appointment or while customers wait, or they can return later to pick them up.

The Driver Shop is available online and the customization service is available at Cole Haan flagship stores in New York, Boston, Chicago, and Atlanta, as well as other select locations. Cole Haan is encouraging customers to visit The Driver Shop, then share a picture on Facebook or Instagram @ColeHaan, using #TheDriverShop for a chance to be featured as the weekly “Style Driver.”

"In a world obsessed with purely digital customization, we took a unique analog approach to creating an experience for our customers to have some fun and create their very own personal driving shoes," said David Maddocks, chief marketing officer of Cole Haan.

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