Investors are keeping a close eye on Kohl's stock.
Target, Kohl’s and Kroger scored the top spots in “advertising effectiveness” according to the ABX Advertising Benchmark Index for October. The highest overall ABX Index score was Kohl’s at 135 and the lowest was Macy's, at 62. Top retailers ran 498 new ads in October, down from 513 ran in September, the company said.The ABX Index measures overall ad effectiveness across television, radio, digital, print and outdoor advertising. Each ad is rated by a consumer panel based on 15 variables with a score of 100 equaling “average effectiveness.” Awareness (or brand linkage) and Message scores reflect the advertisement’s impact on audiences via its Reputation and Call to Action scores.Click here for a copy of the October 2017 Retailer Advertising Effectiveness Report for Retailers.The number-one spot for television is Kohl’s “Give Joy, Get Joy” ad, which scored an ABX Index of 135 and is in the 99th percentile of 125,000 ads tested by ABX over the past five years, the firm said. The “purely commercial” advertisement is simple but strikes a chord with audiences because of its message regarding the “double benefit of sale prices and Kohl’s cash toward future purchases.” The ad’s high Message score at 138 and Relevance at 147 spoke to the clarity of the campaign, while its call-to-action categories, Intent to Purchase and Intent to Talk about it, scored 241 and 222, respectively.[caption id="attachment_10848664" align="aligncenter" width="380"] The entrance of Target's new store in New York's Herald Square.[/caption]For radio, Kohl’s “This Columbus Day Weekend…” 30-second spot drove four call-to-actions: 182 in the Look For category; 180 in Recommend; 148 in Talk About It and 150 in Purchase. The ad “uses the same formula as most sale advertising on radio, but a strong music track leverages the message."In digital advertising, Target’s “Thanks to you, we were able to make our communities even better” ad garnered unusually high scores for Purchase Intent at 123 and Intent to Talk About it at 182. The ad portrays Target employees “working in gardens and doing all kinds of service projects while text reports results: total volunteer hours spent, total gardens planted, total recycling achieved, total dollars donated, and more,” with no spoken audio. It scored a 121 Message score and very high ABX Gender Equality Index score for males and females, which influenced its Reputation score of 232. Its Relevancy score was 126 and was “well-liked” at 167.Kroger's "Fresh Food; Low Prices" was number one in print. Its Likability score was 146; Relevancy at 143 and clarity of message, 124. Call-to-Action scores included 190 in Look for; 190 for Purchase; and 192 for Recommend. "Kroger has a formula that is consistently working," according to ABX.As for Free Standing Inserts, Kohl's "Home Sale" campaign was number one for its Message score of 125 and Relevance at 130. Diverse models were used in the ad, which may have directly impacted its high ABX Gender Equality Scores. Its Reputation scored 143 and Action at 139, which "reflected intents" to either Look for, Recommend or Go to the Web. Intent to Purchase was also high at 118.
No outdoor advertisements were seen this month, the company said.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)