The Children’s Place hopes celebs’ star power will help boost brand awareness
By Kimeko McCoy
The Children’s Place, a kids clothing brand, is overhauling its marketing strategy to become less dependent on in-store window ads and shifting those dollars to invest more in digital marketing, thus boosting brand awareness. To do so, the New Jersey-based company is partnering with some of the biggest names in Hollywood, including Snoop Dogg and the holiday heroine herself Mariah Carey.
It’s a push to especially get in front of millennial mom shoppers, by using celebrity nostalgia, according to Maegan Markee, brand president for The Children’s Place family of brands. Historically, the more than 50-year-old company prioritized its brick and mortar businesses, focusing on bottom-of-funnel, customer retention tactics. But, like so many other retailers, pandemic lockdown upended in-store traffic and surged e-commerce, forcing companies like The Children’s Place to shift gears.
“Those stores were important marketing vehicles for us. They were billboards,” Markee said. Since then, the children’s brand has closed about 40% of its stores, shifting its marketing focus to paid social, influencers and celebrity partnerships to gain a bigger share of voice online.
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Source:: Digiday
