Objective: Promote warm-weather outfitting and summer camp basics.
Strategy: "The Short Story of Summer." Attract customers through bold window displays and compelling promotions. Play up key product categories through visuals and wordplay. Draw on parents' nostalgia with imagery of summer activities such as backyard talent shows and melting popsicles.
Front Windows and In-store Experience: Splashes of watercolor dance across banners, surrounding playful copy. Shorts — the key product category — are displayed prominently, directly adhered to the face of the window. Large, colorful images of kids at play throughout the store interior.
In-Home Marketing and National Advertising: Drive business through enticing direct mail offers, a key customer retention vehicle. Talent-show themed direct mail complete with perforated coupon "tickets." Spread brand awareness and acquire customers through national advertising in key print channels, Parents and Family Fun magazines.
Digital Experience: Site and emails carry out the campaign in the digital channel.