Advertisers Need to Go Back to School

It’s that time once again.  Time for students to go back to school.  Time for parents to spend money on supplies, fees and yes, clothes for their children.  Time for companies to vie for both the parents’ and kids’ attention. Every Fall, the back to school rush its television, radio and all possible media streams.

This year I cannot think of one advertisement that stood out besides one grocery store’s BOGO deal on school supplies.  I received an e-mail last week from a retailer that instead of highlighting their children’s line, offered 20% on adult styles.  Hmmm…

When it comes time for me to think of school shopping, one advertisement comes to mind every year…The JCPenney commercial from 2004 with Alyson Stoner.  The ad features a stylish bobble head and several adolescents doing an array of hip hop dance moves.  The tune is catchy and the children are showing off their clothes with style in the classroom and lunchroom.  While the children are various ethnicities, the style of their dance moves transcends into what’s in and essentially…cool.

While particular clothing brands may not have stood out, it appeared that JCPenney was the place to shop for cool kids.  Fast forward nine years.  There are more ways than ever to reach the target audience, including social media.  With so many retailers to choose from, how are companies standing out (if they even are)?

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