Mother's Day has become an opportunity for apparel retailers to build brand loyalty among daughters, mothers and grandmothers.
Consumers are expected to spend $15.73 billion on gifts, up $1.9 billion from last year, the National Retail Federation said. Almost $1.6 billion will be spent on apparel and accessories and $2.1 billion on jewelry.
Retailers, particularly specialty chains such as Chico's and J. Crew, are pursuing Mother's Day strategies across all channels — stores, catalogues and Web sites. The promotions, lasting through May, include gift guides, trip giveaways, coupon books and special events targeting multiple generations.
Chico's May catalogue and Web site portray family scenes of grandmothers, mothers and daughters outfitted by Chico's. To bring the youngest generation on board, the chain tested a girls' collection, Chicettes by Chico's, during the holiday season and brought it back for spring. It includes cotton T-shirts printed with whimsical images accompanied by inscriptions such as "I Love You Mommy" retailing for $28.
Chico's on May 2 invited customers to submit personal mother/daughter stories and photos; winning entries are to be included in a book to be published in 2008 and sold online. Profits will go to charity.
J. Crew will give every mother tulips in stores on Mother's Day. The retailer's Web site features a gift guide with 25 items that also appear in the catalogue. Gift ideas, intended to focus on mothers' lifestyles, include Egyptian-cotton or cashmere cardigans for working moms, $95 and $158; enamel bangles for moms who brunch, $68, and beach totes and thong sandals for moms who spend weekends at the beach, starting at $24.50 and $14.50, respectively. Themes are repeated in catalogues and gift cards are displayed near registers.
"We've personalized and individualized gifts for moms, and made it easy and seamless to shop across all channels," said Jennifer Foyle, senior vice president, women's merchandising.
Mothers and daughters can register at Talbots through Sunday for a June 2 drawing for five grand prize weekend getaways for mothers/daughters to attend the cooking school of their choice in the U.S. — an $8,000 value. Each winner gets a $1,000 Talbots wardrobe.
"Our target customer loves to cook and spend time with her children, and the cross-generational opportunity is wonderful for Talbots," a spokeswoman said.Simon Properties, owner of the Atlanta luxury malls Lenox Square and Phipps Plaza, has distributed a Mother's Day coupon guide on its Web site and in the malls. With a mother/daughter cover photo, the guide features more than 20 participating stores' Mother's Day promotions, from discount coupons to gifts-with-purchases to free hair salon consultations. During May, Simon offers free valet parking for mothers and expectant mothers at both malls, a service that normally costs as much as $7.
Not surprisingly, Mother's Day, or Mothers-to-Be Day, is the number-one national holiday for Mothers Work Inc., based in Philadelphia, parent of the retail divisions Pea in the Pod, Mimi Maternity, Motherhood Maternity and Destination Maternity.
"In sales, May is comparable to December, and exceeds December at Motherhood [the mass retail division]," said Rebecca Matthias, president and creative director.
Stores ramp up visuals and promote gift sets and gift cards, which have a sales jump of more than 20 percent in May. Mothers Work is expanding Destination Maternity, its fastest-growing division. With 12 stores, Destination Maternity stores include spas, a gift department, yoga classes and a financial department where mothers can plan for college educations.
"Mother's Day is bonding day for moms and moms-to-be,'' Matthias said. "We want to make it easy for them.''
“What he has done at Vuitton is really exceptional,” said @gameofthrones’ actress Gwendoline Christie on @mrkimjones’ final show for @louisvuitton. “He has rebooted luxury in terms of making it commercial, viable and contemporary. And most importantly artistic. He has never compromised his artistic vision for the sake of commodity.” (📷: @zefashioninsider)
After seeing a demand for men’s wear from its customers, British contemporary women’s wear label @ariesarise has added a men’s wear component and will launch a unisex collection with @mrporterlive. The 20-piece collection includes jackets, denim, logo T-shirts and more with deconstructed ‘90s vibes. Set to launch on January 18, you can shop the pieces on Aries’ website and on mrporter.com. #wwdfashion
“And so spending so much time with a character who thinks like that, inevitability you try and analyze yourself and go back and think about your own demons and dark chapters that you had in your life,” says @thedanielbruhl of his role in TNT’s “The Alienist.” The show, set in the Gilded Age of New York, also stars Dakota Fanning and Luke Evans. Head to WWD.com to read about how 39-year-old Brühl prepared for the role and why he thinks the show is so relevant to today #wwdeye ( 📷: @Eriktanner)
Now that Celine Dion’s collection has topped $10 million in sales, the pop superstar, fashion icon and newly-minted industry player is eyeing growth in Asia. Read the full report by @tiffanyap, link in bio. #wwdnews #celinedion
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
Among the familiar faces at @off____white’s show was a surprise figure: Japanese artist @takashipom, pictured here on Wednesday morning. Other show-goers included @jerrylorenzo, who spoke about his upcoming project: a @nike collaboration for back to school, with designs inspired by his childhood on the West Coast. Sitting in the front row were Future, Don Crawley, @miguel and more. See the rest of the photos on WWD.com #wwdeye (📷: Stephane Feugere)
According to @laurentsai, former “Terrace House: Aloha State” cast member, she didn’t know she was auditioning for the Japanese version of “Real World.” “I was telling a couple of my friends and someone’s like, ‘That sounds a lot like Terrace House.’ I was like, ’No it can’t be.’” Turns out, it was. But Tsai isn’t just a reality star — she’s an illustrator who has worked with Starbucks Japan and most recently, she’s dipping her toes into the fashion world. Head to WWD.com to read about her time on the show, modeling and her art. #wwdeye (📷: @danieldorsa)
More changes are coming to New York Fashion Week: Beginning with the spring 2019 collection, @alexanderwangny will move his New York show to June from September, adopting a biannual schedule with collections shown in June and December. Additionally, the @cfda is planning for an official summer/winter fashion season taking place as soon as June and December 2018. Read more about the upcoming changes on WWD.com. #wwdnews #wwdfashion (📷: @slovekinpics)