Marketing Tactics

Cupertino, Calif. – Apple Inc. has reportedly hired Marcela Aguilar, senior global director of marketing communications for Gap Inc., to be its new director of global marketing communications, according to AdAge. Aguilar, who has worked at Gap since 2011, is credited as helping to drive the company’s resurgence in brand awareness, especially among Millennials.

Philadelphia – Five Below Inc.’s profit  more than doubled to $8.3 million in the second quarter of fiscal 2014, from $4.1 million in the same period last year. Its results beat expectations. The chain issued a third-quarter earnings estimate slightly below Wall Street views, while increasing its full-year sales and earnings guidance.

Revenue in the quarter increased 30% to $152.5 million. Same-store sales increased by 3.2%.

Foothill Ranch, Calif. – Teen retailer The Wet Seal reported a new loss of $22 million for its second quarter, up from $1 million to $22 million in the year-ago period. Lower merchandise margins, higher occupancy costs, costs related to exiting its Arden B business, and non-cash asset impairment charges all helped increase Wet Seal’s net loss.

Net sales decreased 11.6% to $121.2 million, from $137.2 million. One bright spot was e-commerce, where sales rose 25%.

Seattle – Starbucks Corp. is reportedly considering changing its policy that forbids visible tattoos on baristas. According to CNNMoney, more than 21,000 employees have signed an online petition asking Starbucks to allow baristas in its stores to display visible, non-offensive tattoos.

Corte Madera, Calif. – Restoration Hardware Holdings Inc. beat consensus analyst estimates by swinging from a net loss to profit in the second quarter of fiscal 2014, but had smaller-than-expected sales growth.

The upscale home furnishings retailer reported net income of $27.3 million, compared to net loss of $17.8 million during the same period a year earlier.

Learn about emerging brands on the cusp of break-out success and formerly solid brands in need of a reset in this exclusive report, More Climbers & Fallers.

A digital follow-up to Chain Store Age’s annual State of the Industry Report from Interbrand Design Forum, the report sheds light on retailers who know how to connect with customers in a transforming marketplace.

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Walmart released its top toy list for 2014 the same day Toys “R” Us unveiled holiday strategies at its flagship store in New York.

PepsiCo announced its "Purple On!" campaign against bullying. The initiative supports GLAAD's annual Spirit Day, which takes place on Oct. 16. Spirit Day inspires citizens to wear purple to show their stance against bullying, and also to show support for lesbian, gay, bisexual and transgender youth.

Five Below’s profit more than doubled to $8.3 million in the second quarter of fiscal 2014, from $4.1 million in the same period last year. Its results beat expectations. The chain issued a third-quarter earnings estimate slightly below Wall Street views, while increasing its full-year sales and earnings guidance.

Revenue in the quarter increased 30% to $152.5 million. Same-store sales increased by 3.2%.

New York -- Target Corp. is extending its mobile strategy with two new options. The retailer has adopted Like2Buy, a platform that enables the chain’s Instagram followers to easily buy products featured in photos from participating brands. Target also is integrating the software for Apple’s new mobile payments service, Apple Pay, into its mobile app.