Digital Marketing

American Apparel is bolstering its omnichannel effort with two new hires in marketing and digital engagement.

The company announced two leadership appointments: Thoryn Stephens has been named chief digital officer, a newly created position, and Cynthia Erland has been named SVP of marketing.

Irving, Texas – Paris has inspired great works of art, film and literature, and now the City of Light is inspiring an omnichannel contest at The Michaels Companies Inc. The specialty arts and crafts retailer is preparing for “Springtime in Paris,” a contest where customers will create Parisian-inspired art, or a floral, baking or paper craft project, take a photo and upload it or share on social media.

PetSmart is hoping to stand out in the pet category with a new marketing campaign that celebrates “pethood.”

The campaign, called "Petsmart Partners in Pethood," explores how having a pet can be similar to having a child -- from potty training to feeding, bathing to doctors visits.

Seattle – Amazon.com is not the devil by any means, but the e-commerce giant is reportedly interested in “wearing” Prada and other high-end brand names on its site. According to Bloomberg, Amazon is in the midst of a major push to become a player in the word of designer fashion retailing.

Minneapolis – While some retailers have been raising their spending threshold for free shipping in the past year or so, Target Corp. is taking the opposite approach. Target now offers free shipping for orders of $25 or more. The retailer said the price cut follows an enthusiastic response to its free-shipping offer during the holiday shopping season.

That is half the $50 minimum Target previously required for free shipping. The free rate applies to standard shipments that take three to five business days to arrive.

Amazon.com is looking to push farther into the category of high-end couture, according to a new report from Bloomberg.

The news service reports that Amazon has been embracing more profitable designer fashion by selling clothing, shoes, handbags, and accessories from pricey brands with luxe reputations.

Earlier this year it was announced that the Internet retailer will be a sponsor of New York Fashion Week this summer. Amazon reportedly also signed a multiyear deal this month to sponsor India Fashion Week, according to Women's Wear Daily.

Target is raising the stakes in the free online shipping game by undercutting not only Walmart but now also Amazon.com.

Target announced it has lowered the threshold for free shipping on online orders to $25, making it among the most competitive among major retailers. Its previous free-shipping minimum was $50, which placed it in the higher end of the spectrum.

Phoenix – PetSmart Inc. launched an omnichannel campaign around the joys and struggles of “pethood” – or pet parenthood, with a TV commercial during the Feb. 22 Academy Awards telecast. The campaign will include short films and ads shown on TV and online, and include print, digital and social media components.