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Gap in big marketing push; returning to TV ads
New York -- Gap is celebrating its brand heritage with a fall global marketing campaign – Back to Blue – that is one of the broadest reaching in its history. The campaign spans outdoor, direct, social, in store, digital and also includes a return to television.
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Study predicts decline in back-to-school shopping
Denver -- Thirty-one percent of survey respondents said they won't be shopping for any back-to-school products at all, up from 27.7% last year, according to research published by The Integer Group. The results were in the latest issue of “The Checkout, an ongoing shopper behavior study conducted by Integer and M/A/R/C Research.
With fewer people shopping, certain channels will see a drop in traffic. Integer predicts that mass, clothing, and drug will take the largest hit, losing 2.3%, 3.2%, and 5.5% of shoppers this year compared to last.