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JCPenney unveils Instagram-inspired private label

JCPenny’s Peyton and Parker

JCPenney has announced it will launch a private label at the end of October inspired by and dedicated to picturesque Instagram moments.

Peyton and Parker, as it’s called, is specifically targeted at women who take on the responsibility of dressing not only themselves, but also their families and their home, according to the retailer.

“We were inspired to create a line that made it easy for mom to dress her family and decorate her home, creating a picture-perfect moment for all of her social media channels,” says Val Harris, senior vice president of product development and design for JCPenney.

She adds: “The holidays are a critical shopping period and by introducing new brands, such as Peyton and Parker, we will drive traffic and invite new and loyal customers to discover what JCPenney has to offer this season.”

Fittingly, the company will launch a social media campaign on Instagram featuring “savvy mom influencers” to promote the launch of the label. Given the struggles JCPenney has been facing, the hope, inevitably, is that customers will similarly share their own looks back through the same channel.

JCPenny

JCPennyThe merchandise will be released in limited-edition capsule collections available seasonally, with the first set for October 19 for the holiday period. The collection will focus on matching apparel, accessories, shoes, as well as home items.

Prices will be in-line with the retailer’s budget-friendly merchandising approach, with a $30 price tag for a women’s top and $11 for a cable-knit stocking.

This move comes as Instagram is becoming an ever more important distribution channel for the fashion industry, recently expanding its focus to include more vendor-friendly outlets with a dedicated shopping “Discover” channel and shopping tags in its Stories.

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Digital fashion adspend on the rise as print suffers

burberry-digital-adspend
Burberry’s SS16 campaign has played out across digital platforms as well as the more traditional glossy magazines

All the money Burberry and the rest of the luxury sector are spending on digital advertising had to come from somewhere and now we know where. It’s print, and more specifically newspapers that are suffering.

A new Zenith Luxury Advertising Expenditure report shows that digital adspend will continue to rise during this year and next while luxury brands will cut back on their print spending.

In fact, they’ll spend 3% more on digital for a total of $10.9bn this year alone across 18 major markets. But they’ll cut back on their print ads with a drop from $133m last year to $128m this year and $122m in 2017. Not that Vogue, Bazaar, Elle et al will feel the pinch that much as newspapers take the bulk of the cuts and glossy mags remain a key channel for investment. Of course, some of the digital advertising will got to the websites and apps of the very magazines and newspapers that would previously have hosted more print ads.

Yet print overall still gets 83% of fashion and accessory luxury advertising budgets and 60% of the spend for jewellery and watches.

But digital is clearly the alluring new kid in town. While by 2017, print adspend will have fallen $150m, digital will add $837m, so it’s clear that overall adspend is rising as a result of the digital revolution.

Countrywise, much of the big money is being seen in the US digitally with that country in top spot on a 45% share of spend. It’s followed by China on 21% with Germany and France third and fourth. But even though the UK will only see a 1.5% rise in digital adspend this year, it will take the fourth spot from France by year-end.

This post first appeared on Trendwalk.net, a style-meets-business blog by journalist, trends specialist and business analyst, Sandra Halliday

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Search marketing tops customer acquisition tactics for retailers – study 

search

Paid search is still considered to be the most effective customer acquisition tactic, according to the 2014 State of Retailing Online study, released by Shop.org and Forrester Research in the US this week.

A survey of 81 retailers during May and June 2014, showed search engine marketing is considered top by 85% of them, and they’re accordingly spending more of their interactive marketing budgets on it than on anything else.

Also on the list for acquiring customers were organic traffic (41%), affiliate programs (40%) and remarketing/retargeting through online ads (29%). The latter, alongside behavioural targeting, sees display ads now ranked as the second highest area of marketing spend behind paid search.

Meanwhile, social media is also getting increased attention from retailers. Over half of those surveyed said they are dedicating more spend to the likes of Instagram, YouTube, Pinterest, and Twitter in the coming year, while 62% plan to spend more on Facebook interactive marketing efforts this year than last.

“Thanks to the effectiveness and renewed budget focus on display advertising, Facebook cannot be counted out from a retail advertising standpoint,” said Forrester VP and principal analyst, Sucharita Mulpuru. “People think of Facebook as a social network, but in reality it’s another medium for personalised display advertising – likely explaining why Facebook has surfaced so high in planned budget spend this year.”

The study also found that 42% of retailers’ email opens now happen on smartphones, up from 28% in 2013, while email open rates on tablets grew from 16% to 17%.