Ready or not, bring on "Back to School"... though the parents out there may not be as ready as they'd like. According to the National Retail Federation's (NRF) Back-to-School/College Consumer Intentions and Actions survey, conducted by BIGresearch, the average American family had completed only 41.6 percent of their back-to-school shopping as of August 11. Nearly one-third (30.5%) of families with school-aged children (K-12) haven't even started shopping.
Families of college students have completed 41.0% of their shopping, while a whopping 41.9% of families with students already in or planning to attend college have not started shopping.
This is not insignificant for retailers, as the NRF projects that total back-to-school and back-to-college spending will reach $47.50 billion this year. Here, too, the economy is making itself felt, i.e., family sales for K-12 students will likely drop 7.7% from last year although it is predicted that college students' families will spend slightly more.
This means that back-to-school is more competitive than ever, and retailers are gearing up expansions and massive promotions to draw students and their parents. Among the youth-oriented stores opening in town are: Hollister, 600 Broadway in Soho, is big, bad and central, with model perfect shopgirls and shopboys to match; Crewcuts, whose upscale children's apparel is favored by the Obama girls, at 1190 Madison Avenue; Lemonade a new children's apparel concept at 1038 Lexington Avenue; and a reopening of Guess' Soho flagship at 537 Broadway.
But who will get straight A's among retailer expansions and marketing campaigns? Bear in mind that I grade based on luxury quotient, with a particular eye to creative collaboration, particularly critical in this evolving retail scene.
A +
Gucci Pop-up Stores to Sell Sneakers
For ingenuity, surprise and sheer fun, nothing beats a temporary store. Pop-up Gucci Icon-Temporary stores, launching in New York City for two to three weeks, will sell 18 sneaker styles. The concept will then continue on to Miami, London, Berlin, Paris, Hong Kong and Tokyo. DJ Mark Ronson is among those designing for the stores, with merchandise running from $500 to $1,400 a pair. Top quality merchandise in a format guaranteed to generate excitement means top marks!
Bloomingdale's Pulls Out All the Stops -- Creative Vision Promoting Indie Films and Superb Style
Our love affair with the movies is never stronger than during a challenging economy, and Bloomingdale's is celebrating cinema in this year's fall campaign. "Lights, Camera, Fashion," being billed as Bloomie's most elaborate fall promotion yet, entails a collaboration of major motion picture studios, an independent film studio, a classic cable movie network and a hot new video game. Most exciting for me will be "Bflix," five short films the store commissioned through a writer/director organization called Young Indies Films and shown in Bloomingdale's stores as well as on its Web site.
The ultimate A goes to:
Apple, whose Fifth Avenue Cube is the epicenter of importance socially and academically -- Apple MacBook Pro is the ultimate cool tool. The new iPhone 3GS is the most coveted accessory in town and the store offers several different fashionable covers so you can match your outfits to your phone.
OfficeMax Uses YouTube for Back-to-School Ads
Beautifully matching medium and audience, OfficeMax's seven new YouTube spots demonstrate its bargain values on back-to-school supplies. The videos show comedic hidden-camera shots of an mprove actor trying to buy pricey goods with pennies.
B -
J.C. Penney/Macy's Face-off in Manhattan
J.C. Penney is competing with Macy's in Manhattan and as such has updated its wares with trendy, youth-oriented clothing lines and aggressive marketing campaigns. Macy's, traditionally more high-end, is playing up its value offerings. The competition between the department store retailers highlights recession-prompted shifts in the retail industry. Penney loses points for its underground location and some iffy quality in its apparel, while Macy's is now trying to reverse its finely crafted upscale image, which could be problematic.
Disney and Sears
Disney Media Sales and Marketing is whipping up some back-to-school magic, crafting a multi-platform sweepstakes/sponsorship deal with Sears. As part of an effort to inspire 'tweens to arrive in style on their first day of classes, the Disney sales team has linked Sears with Selena Gomez, star of the Disney Channel original series "Wizards of Waverly Place." At the core of the on-air effort is a 45-second "Rock the Red Carpet" spot designed to send viewers to Sears' dedicated ArriveLounge.com sweepstakes site. The ad features Gomez and two school-age chums, all dolled up in Sears fashions and traipsing their way into a movie premiere. After spelling out the spoils--the grand prize is a chance to hang out with Gomez at a Hollywood red carpet event--the spot closes with a quick reminder to watch the star on Wizards. The retailer also will be featured in a flight of 15-second sponsor messages leading up to the August 28 premiere of "Wizards of Waverly Place: The Movie," a made-for-TV feature. As fun as the promotion is, though, is it good enough to change Sears into a cool fashion shop for tweens? I have enough doubts to lower the grade.
Old Navy, Marvel partner for back-to-school promotion
Old Navy will offer clothing featuring Spider-Man, Incredible Hulk, Iron Man and other Marvel characters for back-to-school shoppers. Marvel also has branding relationships with Pottery Barn Kids and Walgreen. Good for Old Navy to link to a known successful brand, but can it turn around the merchandise?
Michaels Hosting Back-to-School Workshops
Craft-store chain Michaels will host free workshops that allow children to decorate their school pencil boxes with stickers and paint. The retailer is promoting the events, which will take place in all U.S. and Canadian stores, on its Web sites and via e-mail campaign. A real investment in the future, this one will get a whole new generation of craft-ers started, while providing a fun event.
While the discounters will remain the top places to shop, NRF says, give a look at the innovation going on around town -- and see what stores make the grade for you. Happy shopping!