BTS SHOP TILL YOU DROP: Move over Black Friday and Cyber Monday. Back-to-School Saturday wants to establish itself as an annual key retail event. While Back-to-School Saturday doesn’t hold the promise of the largest retail and e-commerce holidays, its goal is to maximize b-t-s shopping. Teen Vogue last year created Back-to-School Saturday when it designated one day in August as a national shopping and retail holiday to build buzz around the season.
The upcoming B-T-S-S will be a two-day event, kicking off at The Grove in Los Angeles with a fashion show and live musical performance on Friday, Aug. 9, and continuing on Saturday, Aug. 10, with a day of exclusive deals. This year, 50 Simon shopping centers and 20 General Growth Properties-owned malls are participating.
The multiplatform effort includes a teenvogue.com Back-to-School Shop, opening in July in partnership with 72Lux. Teen Vogue’s b-t-s-themed August issue and September fall fashion issue will promote the event with mobile-activated ads and editorial. The Teen Vogue Insider Directory will deliver interactive Teen Vogue B-T-S-S features to readers via iPhone and mobile Web.
Teen Vogue is launching a new online hub that will include a live Twitter feed and consumer directory of events and promotions in 45,000 stores across 50 states. A new B-T-S-S national directory, product look books with a new tap-to-purchase shopping cart feature, new Instagram integration and a new app feature for simplified gift-with-purchase redemption are also part of the program.