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While the summer has barely begun, the back-to-school blitz is ready to launch at mid-tier retailers like J.C. Penney and Kohl’s. Both retailers are banking on campaigns that will appeal to both students and their parents.
Penney’s marketing will include an ad campaign with a “Breakfast Club” theme, referencing the popular 1985 teen movie by John Hughes. David LaChappelle will direct a television spot featuring brands like American Living, Arizona Jeans and Southpole in the young men’s category. The ads will also be showing in movie theaters.
“By incorporating ‘The Breakfast Club’ theme into our Back-to-School campaign, we're able to bring our lifestyle brands to life in a way that resonates with both teens and their parents,” said CMO Mike Boylson.
J.C. Penney’s new Dorm Life private label lifestyle brand of homegoods for college students is launching this week. The collection, which includes bed, bath and desk items, along with some furniture, is designed in-house. The collection does not include apparel.
Kohl’s “Inspired by the Artists...worn by you” campaign includes quasi-collaborative collections between a number of performing artists like Lenny Kravitz, The Red Jumpsuit Apparatus and Plain White T’s; and a number of brands, like Levi’s and Tony Hawk’s Urban Pipeline.
Kohl’s CMO Julie Gardner describes the initiative as “a dynamic convergence between fashion, music and culture,” with a cross-generational appeal.
Both retailers will start airing ads this month.
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