celebrity designers

Diet Pepsi Teams Up with Vern Yip for Limited Edition Designer Mini Cans

Posted by Dale Buss on March 29, 2013 03:16 PM

Converging with a major trend in branding, Diet Pepsi asked HGTV star designer Vern Yip to come up with a new limited-edition mini-can that will invite consumers to "Sip in Style" this spring. The soon-to-hit shelves can continues the brands' multi-platform "Love Every Sip" campaign that has starred Sofia Vergara in TV ads.

While arguably Yip comprises only a "light" instance of the phenomenon, Diet Pepsi's collaboration with him also adds to the growing number of partnerships between celebrities and brands to fill or originate "creative director" spots, including Alicia Keys and BlackBerry, Swizz Beatz and Reebok, Marc Jacobs and Diet Coke, Polaroid and Lady Gaga, Bud Light Platinum and Justin Timberlake and Intel and Will.i.am.Continue reading...

retail watch

JCP Tries to Turn the Tide with Markdowns, Chic Home Designers

Posted by Sheila Shayon on March 28, 2013 03:25 PM

J.C. Penney recently resumed its marketing strategy of raising prices, then discounting them on its private brands which include St. John's Bay, jcp and Stafford and Arizona, which generate more than half of the company’s overall revenue. 

"While our prices continue to represent a tremendous value every day, we now understand that customers are motivated by promotions and prefer to receive discounts through sales and coupons applied at the register," JCP spokeswoman Daphne Avila told Reuters.

That means an Arizona crewneck T-shirt with an "everyday" price of $5 now has a $6 pricetag to accommodate a better markdown and arrive at the same price. The move is an effort to reverse a 25 percent drop in fiscal year sales. The practice is common in retail and used by rivals Macy’s and Kohl's.

“The company said that it has now realized that coupons and sales attract more customers and that this is the market trend,” writes Nautilus Investment Strategies on the reversal of CEO Ron Johnson’s earlier "no sale" stance. “Market analysts feel that at this point no strategy change is going to change the fate of the company as a large number of customers have already gravitated towards other retailers such as Target and Macy’s.”Continue reading...

digital marketing

Google Reimagines Advertising, Invites Brands Into Art Copy & Code Digital Lab

Posted by Sheila Shayon on March 8, 2013 11:36 AM

Google’s latest project, Art, Copy & Code, is an experiment in creativity and technology to re-imagine advertising with some of "today's most iconic brands and innovative marketers,” such as Volkswagen, Burberry and Adidas.

In addition to well-known brands, the project will also collaborate with filmmakers, creative directors and technologists, leveraging the full range of digital tools from ads and mobile apps to social experiences.Continue reading...

retail watch

Martha Stewart Dishes From Lofty Perch of Witness Stand in Macy's-JCP Trial

Posted by Dale Buss on March 5, 2013 06:36 PM

One more day of Martha Stewart on the stand in the Macy's-JCPenney trial over her brand and wares, and neither retailer may not want her anymore.

Testimony by the 71-year-old Diva of Domesticity on Tuesday at times sounded like something from Les Miserables or A Tale of Two Cities, leaving her views of the differences between Penney's and Macy's customers abundantly clear.

Penney customers "have 30 percent less income than Macy's shoppers," she said near the end of her testimony, according to the Twitter coverage from the courtroom by Ashley Lutz, who covers retail for Business Insider. "They're going to buy different things."

Not long after, a Macy's attorney in the landmark court case called her out for saying that JCP has different customers than Macy's, the lawyer noting that the Macy's contract prohibited her brand from collaborating with "downscale" partners, presumably because it would tarnish the value of the Stewart marque for Macy's.Continue reading...

retail watch

JCPenney Goes From Worse To Worst, While Sears, Walmart Confront Own Problems

Posted by Dale Buss on February 28, 2013 05:26 PM

Is it just us, or does J.C. Penney's "Yours Truly" ad sound like a goodbye? Unfortunately for the 100-year-old brand, it may not be far off. 

J.C. Penney CEO Ron Johnson may be testifying in the suit against his company by Macy's over Martha Stewart any day now. Sitting in the hot seat in that courtroom can't be any worse than sitting in the hot seat that he already occupies: as the man who presided over what's been called "the worst quarter in retailing history" by Business Insider and who seems increasingly unable to stop Penney's self-imposed slide.

Not that things are hunky-dory at some of his competitors these days either. Sears' problems continue and now Walmart is having trouble keeping its shelves stocked.

Things seem to be spinning out of control at Penney. This week, Johnson reported an adjusted decline in same-store sales of nearly 32 percent for the fourth quarter; and for the fiscal year as a whole, sales dropped by a staggering total of $4.3 billion compared with 2011—just before Johnson was hand-picked as CEO by the Penney board that had been starstruck by his accomplishments running Apple retail. Last month, he finally conceded that the "no-sales" basis of his strategy might be flawed. Continue reading...

retail watch

JCPenney Hopes to Breathe Life into Retail Sales with Pop-Up Shops

Posted by Brittany Waterson on February 27, 2013 12:37 PM

JCPenney, seemingly a permanent fixture in the news these days, seeks to push past the negative financial and branding headlines and tap into customer experience with their new pop-up shops, which will hopefully garner appeal from designer collaborations. 

The store, which is currently embroiled in a high-stakes trial with Macy's and Martha Stewart over product licenses, has had a rough time since CEO Ron Johnson took over a year ago. The brand's "no markdown" strategy backfired, and word on the street is that employee morale has hit an all-time low at the company's Plano, Texas headquarters. 

However, the company had a moment during the Oscars broadcast. The new campaign, a series of commercials introducing JCP’s latest brand partnerships expanded on last year's rebranding campaign with Ellen DeGeneres. It also boosted activity on Facebook and Twitter, rewarding some followers with gift certificates.

Now, with the success of shop-in-shop brands like Sephora, MNG by Mango, Levi's Denim Bar and Liz Claiborne, the retailer is adding more designers to its in-store boutique lineup and plans to expand to home goods later this spring. Each brand will have their own design aesthetic within their individual shop.

With its in-store designer additions, J.C. Penney joins Target, Macy's (now battling JCP in court over Martha Stewart) and Bloomingdale's as the latest department store to experiment with boutique-style shops. In fact, JCP is stealing from Target's playbook with a new exclusive home goods collection by American architect Michael Graves—Target's first designer partnership, which launched in 1999 and produced a whopping 2,000 items—and Justin Timberlake's William Rast collection, which launched as a Target exclusive in 2010.

Other upcoming JCPenney designer collaborations include in-store boutiques for Happy Chic by Jonathan Adler, Designs by Conran, Watchgear by Tourneau, Carters and Giggles. Here's a look at the in-store boutiques now hitting its stores:Continue reading...

see you in court

Terry Lundgren's Testimony Questions Future of Macy's Without Martha

Posted by Dale Buss on February 26, 2013 05:12 PM

Testimony by Macy's CEO Terry Lundgren this week helped answer one of the questions raised by his company's determined pursuit of perceived justice in its suit against J.C. Penney and Martha Stewart Living Omnimedia: Why does this dispute seem so personal? Macy's helped the company after Stewart got out of prison eight years ago and Lundgren had come to consider her a friend.

But Lundgren's remarks on Monday about the centrality of the Martha Stewart deal to Macy's business raised another, more important question for all three brands: Why is the Martha Stewart imprimatur so important to the dean of department-store chains and why does Penney believe her brand has so much appeal that it's willing to allow its CEO to share company secrets in court about its tremendous potential?

As first of the three most important people in the trial to actually take the stand, Lundgren left no doubt about how important sales of Stewart-branded merchandise have become to the chain. While the home department is usually the least profitable section of a Macy's store, because of its long lead time and slow turn of products, he testified according to Advertising Age, 40 percent of Macy's advertising is attached to the home business. And that's largely because Macy's wants consumers to know it's got Martha's stuff. Continue reading...

brand wars

Macy's-Stewart-J.C. Penney Case Off to a Catty Start—And That's Just the Lawyers

Posted by Dale Buss on February 21, 2013 06:12 PM

Sure, we get the occasional brand vs. brand dustup in court, but the three-ring circus that opened this week, pitting Macy's against J.C. Penney and Martha Stewart Living Omnimedia already has brought more color than that Apple-Samsung dispute last year—and that's without any of the colorful principals even making an appearance yet.

In the first day of testimony in a Manhattan court on Wednesday, the Stewart-Penney alliance and Macy's made the outlines of their arguments pretty clear.

Macy's believes that an agreement by Stewart's company to supply some of her homeware designs to a giant J.C. Penney "store within a store" violates Macy's agreement for its own Stewart-brand merchandise that has been renewed through 2018. Besides, they believe Martha Stewart and her company owe Macy's some loyalty because it struck a deal with her in 2004 when she was just out of prison for conspiracy.

J.C. Penney and Stewart, on the other hand, believe they're doing nothing wrong in planning to sell Stewart-designed stuff as long as it doesn't bear her actual name and likeness, which they concede would violate terms of the Macy's deal. Besides, this argument goes, a bunch of the stuff has already been manufactured overseas and is on boats on the way to the U.S. for their debut in Penney stores—and does Macy's really intend on asking these ships to turn around?Continue reading...

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
paperCorporate Citizenship in Canada
Fresh thinking from Interbrand
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
MetaluxuryMeta-Luxury
Brands and the pursuit of excellence

Advertisements