Kohl's unveils back-to-school campaign

[miriam]

Kohl's Department Stores today announced its 2008 back-to-school marketing campaign designed to appeal to a cross-generational group of shoppers.
The campaign will be "Inspired by the Artists...worn by you."
The campaign will feature strong-performing juniors' and young men's denim brands connected with relevant musical artists, including: Lenny Kravitz and Levi's; Avril Lavigne designing Abbey Dawn; Hayden Panettiere and Candie's; Plain White T's and Urban Pipeline; The Red Jumpsuit Apparatus and Tony Hawk; and Vanessa Carlton and So.
The cross-generational program is designed to appeal not only to teens, but also to mothers, as both groups influence purchasing decisions.
Denim will be the common thread throughout the "Inspired" campaign.
"The 'Inspired' campaign is an idea that taps into the dynamic convergence between fashion, music and culture," said Julie Gardner, executive vice president and chief marketing officer for Menomonee Falls-based Kohl's Department Stores.
Kohl's unveils back-to-school campaign - Small Business Times

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