Marketing Tactics

SAN FRANCISCO — Gap Inc.'s online boutiqe Piperlime announced that Rachel Bilson, Olivia Palermo and Byrdie Bell will join Rachel Zoe as guest editors to kick off the fall season.

“The idea of hosting guest editors on Piperlime.com has been integral to who we are since the day we launched in 2006,” said Jennifer Gosselin, VP and general manager of Piperlime.  “We started with Rachel Zoe and her popularity and reach has grown since then,” Gosselin continued.

New York City -- Videogame maker Electronic Arts has entered the retail arena, opening the EA Sports Experience store, at the Charlotte Douglas International airport, Charlotte, N.C. It will open two additional U.S. airport locations by the end of 2011.

The store sells EA Sports’ games and branded apparel, as well as gear from local sports teams. It features televisions with live sports programming, comfortable seating and electrical outlets to charge portable devices. Customers can also play their favorite EA Sports video games.

NEW YORK — The Private Label Manufacturers Association announced that Douglas Merrill will serve as the keynote speaker for the organization's 2011 Private Label Trade Show in November.

Merrill, who served as EVP engineering and chief information officer for Google from 2003 to 2008, will offer attendees perspective on how shoppers and shopping behaviors are changing, and what the coming retail marketplace will look like. The keynote speech will be presented at the annual PLMA Salute to Excellence Breakfast on Nov. 14.

FAIRFIELD, Conn. — Stop & Shop has expanded its A+ School Rewards program and is introducing healthy store tours for kids.

The A+ School Rewards program — which allows customers to designate the points they earn for every dollar spent at Stop & Shop to the school or schools of their choice by registering their Stop & Shop card at StopAndShop.com — increase its contribution to help fund schools with a commitment of $2.5 million.

Bentonville, Ark. -- Wal-Mart Stores will introduce a holiday layaway plan effective Oct. 17 through Dec. 16. The program has a minimum layaway purchase of $50, and requires a 10% down payment. If the program is successful, Wal-Mart said it may extend it throughout the year.

When Wal-Mart phased out its previous layaway offer in September 2006, such programs had fallen out of popularity. But Sears and some merchants brought back layaways as the recession cut into spending.

HINGHAM, Mass. — Talbots is searching for a new chief creative officer, as the company struggles to find a product assortment that will translate into sales growth. The company's current chief creative officer, Michael Smaldone has left the company, effective immediately.

SAN FRANCISCO — Staples charitable arm, Staples Foundation, has partnered with The Hispanic Scholarship Fund to expand educational outreach and scholarship opportunities for Hispanic students and their families. As part of this partnership, Staples Foundation is awarding a $100,000 grant to fund community outreach programming and 22 Staples scholarships for Latino college students majoring in business, according to the company. This is the first partnership between HSF and Staples

Hingham, Mass. — Talbots Inc. posted a bigger-than-expected second-quarter loss on Wednesday, largely due to increased markdowns. The retailer also said that chief creative officer Michael Smaldone has departed the company, effective immediately.

Talbots reported a net loss of $37.3 million for the period ended July 30, compared with a profit of $941,000 a year earlier. Revenue fell 10% to $271.1 million from $300.7 million. Same-stores sales fell 10.4%.