NEW YORK — Gadzooks Inc., the Dallas-based casual clothing and accessories retailer, has enlisted The Richards Group branding agency to communicate its transition to all-girl stores.

As reported, the 424-store chain decided last January to eliminate all men’s merchandise and reinvent itself as a girls’ apparel and accessories retailer. The move was taken to reverse eroding earnings and comparable-store sales and to position the chain to be more competitive. Besides expanded apparel offerings, Gadzooks has added shoes, accessories, cosmetics, fragrance and swimwear. The store carries such apparel lines as Candie’s, Dollhouse, Hot Kiss and Lucky Brand.

An ad campaign is launching in the August issue of Teen Vogue and the September issues of Seventeen, Teen People, Lucky, Elle Girl and YM. Gadzooks declined to reveal the ad budget.

Each spread features a model wearing one of the latest looks, juxtaposed with an image that corresponds to the mood she’s projecting. All ads use the same headline,“As --- As You Want To Be” allowing girls to fill in the blank with whatever mood they perceive. The ads also carry Gadzooks’ new tag line, “Girl Tools.”

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