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Teen Vogue to create collection for Macy’s

BY CSA STAFF

NEW YORK — Macy’s has announced Teen Vogue as the latest fashion-forward collection to launch exclusively in Macy’s Mstylelab department. Aimed at the most discerning teenage fashionistas, Teen Vogue will bring Macy’s customers the latest trends from the combined fashion eye of Macy’s and "Teen Vogue." The collection will be available in approximately 150 Macy’s stores nationwide and on macys.com this March.

"We are very excited to be expanding ‘Teen Vogue’ even further with our collection for Mstylelab. As part of our Brand Everywhere approach, we’ve created a fashion line that really resonates with our style-obsessed audience," says "Teen Vogue" editor-in-chief, Amy Astley. "We’ve had terrific success with our branded mobile game, Teen Vogue Me Girl, and with our bedding collection, so apparel was the next logical step and Macy’s is the ideal partner."

Curated by the editors at "Teen Vogue," Teen Vogue will feature maxi dresses, jumpsuits, printed leggings, short dresses, chambray shirts, bandeaus, shorts, bralettes, jackets and tanks. This spring, the brand will focus on five key trends: bejeweled, neon, sheer, vests and denim dressing. With an eclectic mix of pieces, this collection will allow for creativity and individuality when dressing. Continuing throughout the year, approximately 15 new pieces will rotate onto the floor every month, offering up-to-the-minute fashion for style setters. Available in approximately 150 Macy’s stores nationwide and on macys.com, Teen Vogue will be priced from $20 to $60.

"Macy’s collaboration with ‘Teen Vogue’ is another way we are reinventing our merchandise assortment for this important customer," said Tim Baxter, Macy’s executive vice president of fashion, lease and multicultural offices. "The collection will provide the latest trends styled to look like the innovative and eclectic pages of the magazine, and will provide a compelling new reason for Millennials to visit our stores."

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Rebates: Invigorate 2013 Marketing Efforts With Promos That Move the Needle

BY CSA STAFF

By Theresa Wabler, [email protected]

As retailers and manufacturers settle into the reality of the “new normal” of shoppers who will continue their frugal consumption habits amidst recession or not, it’s crucial to employ promotional tactics that generate significant, lasting value, not just a flash in the pan. As marketers consider their options, one tried and true promotional tactic should be included to yield definite results: rebates.

The value of rebate programs is at an all-time high thanks to consumer shopping behavior. Sensitivity to price continues to endure, and shoppers are willing to hunt for bargains more than ever. Consumers still comb through circulars and price compare on shelf, but now ‘showrooming’ and digital price comparison has made product-level price competition even more contentious.

The good news for marketers is that while price perception is king, consumers are indifferent to how that price point is achieved — whether through rebate, coupon, club or sale. However, since consumers understand that rebates offer deeper discounts than other sales, there is a strong interest in the promotions and shoppers are actively looking for rebates before and during the shopping experience. In fact, a 2012 survey of more than 1,000 consumers showed that 80% of shoppers actively look for rebates.

Smart marketers are able to leverage rebates to drive lowest price perception while achieving additional marketing benefits that coupons and instant discounts can’t touch. Rebates provide high-value customer information during the redemption process, and with the right rebate reward, drive customers back to buy more, creating ongoing engagement. Rebates deliver the opportunity for ongoing interaction with consumers.

The rebate process naturally provides the sponsor with purchase data, consumer demographics and 67% of consumers opt-in for special deals and promotions — creating a significant, intelligent database. Additionally, modern rebate programs have been shown to facilitate a valuable brand interaction, which translates into a positive customer experience. Over the past two years, price has steadily risen as the primary diver of consumers’ purchasing decisions, from 60 percent in 2010 to 66% in 2012.

Thanks to new technology, rebates are simple to redeem today. In many instances, they involve an easy click of a mouse and a few fields of information, with rewards being delivered in as little as two weeks. Consumers also now have a choice of payout method, including paper check, branded prepaid card, gift cards and even PayPal. Rebate programs are now designed based on research and consumer best practices, with proactive communication like status alerts, easy tracking and customer service.

For decades, rebates have proven to be effective consumer promotions that drive sell-through of specific products while providing savings to price-conscious. But their enduring value has continued to increase among shifting shopper trends. Now, marketers can feel confident incorporating rebates into their overall strategies since they have evolved from a simple “sales lift” tool to a tactic that will generate long-term consumer loyalty and brand affiliation.

Theresa Wabler is the director of marketing at Parago, a leading global source for incentive and engagement programs that motivate consumers, sales channels and employees. Prior to joining Parago, Theresa had a number of strategic marketing roles with incentive and payments companies, including Citi Prepaid. She can be contacted at [email protected].


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Cabela’s customers continue to buy guns

BY CSA STAFF

First quarter same store sales are expected to increase in the high teens at Cabela’s and drive earnings substantially higher than analysts’ estimates, the retailer said late Tuesday in advance of an investor conference today.

Cabela’s reported a firearms and ammunition driven 12% same store sales increase for its fourth quarter ended December 29, 2012. When those results were released a month ago the company said the favorable trends seen in the fourth quarter had accelerated into the first quarter.

"We are pleased to report that this trend has continued through today," Cabela’s CEO Tommy Millner said Tuesday. "These improvements are in both our retail and direct channels. This growth is coming from most of our merchandise categories. As a result, we expect first quarter comparable store sales to increase at least at a high-teens rate."

As a result of the sales momentum, Millner said the company expects to report first quarter earnings that are 10 cents to 15 cents above current analysts’ consensus estimates.

While Millner indicated sales strength was evident in most categories, firearms and ammunition likely made a major contribution judging from trends evident in the fourth quarter. Excluding those categories, Cabela’s fourth quarter comp increase would have been 5% rather than 12%.

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