Marketing Tactics

In a column I wrote between Black Friday and Christmas last year, I talked about how “apparel sales have been languishing”, and I mentioned that the “industry buzz is all about the struggles in apparel, where retailers just can’t seem to discount clothing enough to get things to pick up.”

Hoffman Estates, Ill. - The U.S. Environmental Protection Agency (EPA) has recognized Sears Holdings Corp. with a 2015 Energy Star Partner of the Year – Sustained Excellence Award. Sears Holdings, an Energy Star partner since 1998, will be honored for its long-term commitment to energy efficiency.

Aliso Viejo, Calif. -- Johnny Rockets recently signed the largest development deal in the brand's history, with a plan to open 100 restaurants in China, with the first scheduled to open in 2016.

Canton, Mass. – Dunkin’ Donuts has signed multi-unit store development agreements with two existing franchise groups to develop seven restaurants in Illinois during the next several years. The two franchise groups and their development plans include:

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Tokyo – The Cool Japan Fund, a fund mostly supported by Japanese taxpayers and linked to Japan’s government, will reportedly invest $2.18 million in a chain of U.S. green tea cafes. According to Reuters, the Cool Japan Fund will take a 49.9% stake in Green Tea World USA Inc.

Green Tea World plans to open its first tea café in California later in 2015. The company intends to open 50 stores in California cities including Los Angeles, San Francisco and San Jose in the next decade. Beverages will sell for $3 to $4 each.

Lane Bryant is launching an omnichannel spring marketing campaign that hopes to drive women to embrace what makes them unique.

The plus-size retailer is encouraging customers to celebrate the fact that they’re different to the prototypical "Victoria's Secret Angel” and that all sizes can (and deserve to) be sexy. 

New York – Lane Bryant is launching its #ImNoAngel omnichannel spring campaign Monday, April 6. The #ImNoAngel campaign, conceptualized by creative agency- Laird+Partners, kicks off with a series of TV advertisements and photographs taken by photographer Cass Bird.

The comprehensive national advertising campaign will feature Bird's images and video across Lane Bryant's stores and social media channels, as well as on billboards, public transportation (including on buses and subways), television and in print.