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Duane Reade kicks off Facebook campaign to promote store-brand hosiery

BY Antoinette Alexander

NEW YORK — Duane Reade, which is owned by Walgreens, has announced a seven-week social media campaign to raise awareness of Duane Reade-brand hosiery products — produced by Doris Hosiery Mills.

The campaign will aim to help New Yorkers find the perfect legwear for a multitude of events in time for the winter season. The "Show Us Some Leg" contest, calls for entrants to upload their original photos wearing Duane Reade brand hosiery via a Duane Reade Facebook page application, commenced at midnight on Nov. 18 and will run through Jan. 7.

"The ‘Show Us Some Leg’ Facebook campaign allows New Yorkers to engage with Duane Reade on strategic digital, social media and in-store platforms," stated Calvin Peters, online/public relations manager of Duane Reade. "By promoting the affordability and quality of Duane Reade legwear and the ubiquitous nature of Duane Reade stores, we are helping busy New Yorkers find the right legwear option for all occasions. The quality is without question, working with Doris Hosiery Mills which produces the hosiery for leading fashion brands, reinforces the trendsetting appeal and the incredible value these products represent."

Initiatives to create and foster interest along with participation in the contest are integrated using multiple digital marketing platforms, including a promotional video featuring celebrity blogger, Jess Zaino of Cheap Chic Shopping Tours, that will run on the Duane Reade Web site, Facebook page and YouTube TV channel; Twitter parties; vlog posts by Duane Reade VIP bloggers; the publishing of photos submitted by entrants on Pinterest, Foursquare, Twitter and other social media sites; in-store signage, in-store radio announcements and POS flyers in Duane Reade stores.

During the first six weeks of the competition, celebrity judge Zaino will select a weekly winner. Winners will be chosen based on their photo submissions on Facebook. Each week will introduce a different occasion for entrants to wear Duane Reade legwear, including  Out on the Town, Date Night, Working Girl, Girls’ Night Out, Layer Your Look and Holiday Party. Judging criteria will include enthusiasm, pose originality, public appeal, the alignment of the photo with the weekly theme and Duane Reade "brand spirit."

Each individual entrant will be restricted to a single submission per week, and each week there will be three winners (18 weekly winners in total), with a grand prize of an iPod Touch, a second-place prize of $200 worth of Duane Reade gift cards and a third-place prize of $100 worth of Duane Reade hosiery products. The winner of the grand prize for the best overall photo will be chosen by public vote on the Duane Reade Facebook page. The GPW will receive an Apple iPad, $200 worth of Duane Reade gift cards and $100 worth of Duane Reade hosiery products.

Duane Reade brand hosiery products include socks, tights, sheer hosiery, toe covers, foot covers, knee highs and leggings priced between $3.99 and $14.99.

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Safeway issues call for entries for Eighth Annual Lucerne The Art of Dairy Contest

BY Michael Johnsen

PLEASANTON, Calif. — Safeway and its exclusive Lucerne brand on Friday announced the Eighth Annual Lucerne The Art of Dairy Contest to give creative art students the opportunity to showcase their design skills for a chance to win a grand prize of $30,000, part of a combined $46,000 prize pool.

Since the inception of The Art of Dairy contest in 2005, Lucerne has contributed more than $376,000 to schools, teachers and students. Last year’s response included over 9,200 students entering their work and the nine finalists garnering in excess of 600,000 votes when America decided the contest winner. 

The call for entries will run through Dec. 7.

For past contest winners, entry forms, healthy recipes and Official Rules, visit www.ArtofDairy.com.

 

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Sears Holdings moves toward member-based business model

BY Alaric DeArment

HOFFMAN ESTATES, Ill. — Sears Holdings, the parent company of Kmart and Sears, is looking to shift its business model to one that focuses on members of its Shop Your Way program and their shopping experience, the company said in its third-quarter 2012 earnings report.

"For the third quarter and year-to-date, we improved EBITDA, accelerated our strategic actions and generated significant cash by delivering on the actions we outlined at our annual meeting," Sears Holdings president and CEO Lou D’Ambrosio said. "Our EBITDA improvement in the quarter came from some of our most important categories like appliances, apparel and home services as we introduced new offers, honed pricing, effectively managed costs and implemented better inventory management. We did experience shortfalls, however, in categories like grocery and household and consumer electronics, and are taking actions to improve that performance."

D’Ambrosio said more than half of its revenues at its U.S. Sears stores and Kmart stores come from Shop Your Way members. "Our investments are focused on our members and their experience — at the store, online and mobile — which is why we are investing in integrated retail and our Shop Your Way membership program," D’Ambrosio said.

Sales for the quarter, which ended Oct. 27, were $8.9 billion, a decline of $548 million over third quarter 2011, which the company attributed to having fewer Kmart and Sears stores and lower domestic comps. Kmart had sales of about $3.1 billion, compared with sales of $3.34 billion in third quarter 2011. Sears had sales of $4.7 billion in third quarter 2012, compared with $5 billion in third quarter 2011.

Kmart’s comps for the quarter declined 4.8%, while domestic Sears stores’ comps decreased 1.6%. Sears Canada stores’ comps declined by 5.7%.

The company’s loss for the quarter was $498 million, compared with $410 million in third quarter 2011.

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