Dive Transient:
- City Outfitters at the moment (Oct. 24) launched a social-focused vacation marketing campaign entitled “Blissful LOLidays,” in response to particulars shared with Advertising Dive.
- Key to the marketing campaign is “UO Carol,” a musical video spot that can run on the model’s social media channels and have its first vacation carol made with fashionable TikTok character Lubalin. The trouble, meant to place the retailer as a hub for stress-free gifting, additionally features a dance problem.
- The marketing campaign moreover leverages digital and retail elements, together with the transformation of City Outfitters’ shops and web site. The retailer’s “LOLiday Reward Guides” assist spherical out the hassle with trending and budget-friendly present suggestions.
Dive Perception:
City Outfitters is approaching the crucial This autumn gross sales interval with a social-focused marketing campaign and vacation jingle. The trouble is meant to assist curb seasonal woes as customers proceed to deal with affordability. Retail gross sales for the vacations are forecast to extend between 2.3% and three.3% this 12 months, representing a slowdown from the 12 months prior, in response to Deloitte.
Central to the marketing campaign is “UO Carol.” The musical video, directed by Laurence “Baz” Morais, will span the model’s personal social media channels and contains a tune by TikToker Lubalin. A dance problem choreographed by Lars Gummer accompanies the hassle. Main within the video are collectible characters like Kewpie and Calico Critters, whereas animated merchandise like Owala and Fujifilm additionally make an look. Further model staples, together with the City Outfitters emblem, are additionally featured.
City Outfitters teamed with inventive businesses 1stAve Machine and Les Enfants for “UO Carol.” The vacation marketing campaign is meant to combine enjoyable with affordability along with assembly City Clothes shop’s goal audiences the place they naturally have interaction, mentioned Cyntia Leo, head of brand name advertising and marketing at City Outfitters, in launch particulars. The retailer’s key demographic is younger adults aged 18 to twenty-eight.
“We’re shaking up the vacation season expertise by tapping into the heart beat of tradition and developments, chopping via the noise in a crowded media and retail panorama and delivering precisely what our prospects are asking for this season — eradicating the stress out of the vacations and bringing again the enjoyable, pleasure, and the classics with the very best items on the proper value — plus, that unbeatable feeling of discovering the proper present,” Leo mentioned.
Together with the social presence, the marketing campaign will see City Outfitters’ shops and web site remodeled right into a “vacation playground,” per launch particulars. Moreover, “LOLiday Reward Guides” will showcase budget-friendly, viral merchandise for gifting throughout classes like “Presents in your Situationship” and “Presents which might be Mid(priced).”
City Outfitters has honed a deal with affordability past its newest marketing campaign. The retailer earlier this month promoted new value drops with a inexperienced banner on the high of its web site that learn: “We heard you. We have been lots. We’re reducing costs on over 100 of your favourite kinds.” Comparable retail section web gross sales decreased by 9.3% for City Outfitters in Q2, per an earnings assertion.
City Outfitters joins others who’re moving into the vacation spirit. True Faith this week introduced that Grammy Award-winning artist Megan Thee Stallion shall be featured in its vacation marketing campaign, “The place Vacation Needs Come True.” Walmart and JCPenney have additionally supplied glimpses into their seasonal advertising and marketing methods.
