Sightings: Back to School 2010 Email and Catalog Promotions, Part 2

Although the verdict is still out on how retailers will fare this back to school season, the promotions keep coming. Here is another batch of noteworthy marketing efforts from Juicy Couture, Lands’ End Kids, Hanna Andersson, Tea, Old Navy and Personal Creations. Like in the promotions we saw in Part 1, backpacks are a hot item for marketers targeting parents and kids alike.

Note: Click on any promotion graphic for a more complete view.

“The Backpack Headquarters” Catalog from Lands’ End Kids
Lands’ End Kids mailed a back to school book titled “The Backpack Headquarters.”  A $5 off all backpacks and lunch boxes discount is promoted on the cover, along with a free shipping incentive with no minimum order.  Inside, a table of contents grid features all the bags available in the FeatherLight ($29.50 – $39.50), ClassMate ($24.50 – $59.50), and MultiTask ($19.50 – $69.50) lines.  School uniforms are also promoted with a customized URL at landsend.com/school.  A free clip-on flashlight carabineer is promoted with any backpack or lunch box purchase.

Vitals: direct mail, delivered 7/14/10, 9½” x 6½”, 80 pages, free shipping on all orders, free carabineer with backpack or lunch box purchase

Email from Juicy Gets Girls Ready for Back to School
Juicy Couture recently emailed back to school promotions offering free shipping on orders over $100.  One email reads “Glee Club – Get your leggings in colors that make Juicy Girls HAPPY,” with a picture of three tween girls in Juicy T-shirts ($32) and Button-Ankle Leggings ($42).  Another email, sent a day later, is titled “Prep-School Pride – Argyle that’s too cool for school.”  A picture of The Argyle Backpack ($188) and a matching Argyle Lunch Box ($78) is promoted– note that prices are listed on the landing pages but not in the email itself.  Facebook and Twitter programs are promoted at the footer of each email.

Vitals: email, delivered 7/14/10 and 7/15/2010, free shipping on $100+ orders

Hanna Andersson Catalog Offers “New Very Güd Prices!”
Hanna Andersson’s New Hanna for Fall 2010 book promoted backpacks for its School Deals sale.  The back to school sale is promoted throughout the book, with headings such as “Early School Deals for School Days,” and sale prices listed in a red apple graphic.  Models are depicted in a school theme, with props like school chairs, instruments, and books.  Products include the Very Cozy Terry Dress ($28), Double Knee Sweats ($38), and the Be Right Backpack ($25).  The ink jet message on the back reads “Come do a quick study- so many ways to save on back to school!”

Vitals: direct mail, delivered 7/15/10, 10½” x 7½”, 64 pages

Tea Catalog’s Destination is Old World Hungary for Back to School
Children’s apparel retailer Tea, which often designs its print catalog to follow a “destination” theme (e.g. past efforts have focused on Korea, Japan, Brazil) mailed its Back to School 2010 catalog, featuring styles inspired by Old World Hungary.  The book features an assortment of clothing for girls, boys, and babies.  Products include the Hickory Stripe Jumper ($45), the Boys Tiger & Bears Set ($49), and the Hadjak Stripe Polo ($35).  The Little Citizens Hoodie ($35) is also offered, with all proceeds from the product going to nonprofit organization The Global Fund for Children.  The catalog also introduces the new women’s collection, with two products, the Rhapsody Merino Cardigan ($198) and the Palace Tee ($48).  Free shipping is offered on all orders over $150.

Vitals: direct mail, delivered 7/19/10, 9½” x 7½, 44 pages, free shipping on $150+ orders

eBags Catalog Asks “What’s Your School Style?”
The Back to School 2010 book from eBags offered 20% off plus free shipping on any order.  The cover depicts four bag-toting students on a school campus.  The 10½” x 7½” book features a collection of backpacks, messenger bags, business bags, luggage, and handbags.  Products include the Nike Ultimatum Gear Backpack ($85), The Dakine Wheeled Campus Bag ($79.99), and the Samsonite Bright Lites Spinner ($139.99 – $189.99).  A bind-in presents the coupon code for the discount and free shipping, also promoting iPad cases from eBags.  Fall handbags are “previewed” on the last pages of the book, with products from Nine West, The Sak, LeSportSac, and more.

Vitals: direct mail, delivered 7/14/10, 10½” x 7½”, 28 pages, 20% off and free shipping on any order

Old Navy Email Focuses on Uniforms
An email presenting “The Kids You-niform Event” arrived in mailboxes from Old Navy, offering free shipping on orders of $50 or more, as well as offering 25% off all orders for teachers and students with a college or high school ID.  The body of the email offers Polos ($5), Khakis ($9), and Backpacks ($9).  To ensure no one is excluded from this offer, the email also offered 30% off any adult purchase of $100 or more, labeled “The Grown-Up Event.”  Old Navy offers links to its Facebook and Twitter page, as well as an iPhone app.  Links are also provided for Gap Inc’s other brands, GAP, Banana Republic, Piperlime, and Athleta.

Vitals: email, delivered 7/23/10, free shipping on $50+ orders, 30% off $100+ orders, 25% off any order with teacher or student ID

Personal Creations’ Email Previews Catalog
Customizable gift retailer Personal Creations sent out an email promoting its new back-to-school catalog, offering a 10% off and free shipping incentive.  The cover of the promoted catalog features an M&M Tote Bag ($24.95).  Looking ahead to fall and holiday, the email promotes Christmas ornaments and decorations, in addition to links to back-to-school gear.  Free shipping and 10% off are offered on orders of $50 or more with the provided coupon code.  The Personal Creations’ Facebook, Twitter, and YouTube programs are promoted at the bottom of the email.

Vitals: email, delivered 7/27/10, 10% off and free shipping on $50+ orders

Click here for Part 1