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Duane Reade launches ‘Boo-tiful legs’ Halloween contest to promote hosiery line

BY Antoinette Alexander

NEW YORK — In an effort to raise awareness of its Duane Reade brand hosiery products, the pharmacy retailer has kicked off a three-week omnichannel social media marketing campaign dubbed “Boo-tiful Legs.”

The campaign will introduce and help New Yorkers find the perfect legwear for a multitude of events in time for the winter season. The “Boo-tiful Legs” Halloween contest calls for entrants to upload their original photos wearing Duane Reade brand hosiery, which is produced by Doris International, with their Halloween costume via the Duane Reade Facebook page FanGate. The contest kicked off on Oct. 13 and runs through Nov. 3.

“The ‘Boo-tiful Legs’ Facebook campaign allows our customers to engage in a seamless journey, incorporating Halloween shopping ideation and their ultimate costume experience; all while connecting with Duane Reade on strategic digital, social media and in-store platforms in a relevant and fun way,” stated Calvin Peters, PR and digital communications manager for Duane Reade. “By promoting the affordability and quality of Duane Reade hosiery and the ubiquitous nature of Duane Reade stores across New York City, we are helping our busy patrons find convenient legwear options that are perfect for any and all occasions. The quality is without question; working with Doris International, which produces hosiery for leading fashion brands, reinforces the trendsetting appeal and the incredible value these products represent.”

Initiatives to create and foster interest along with engagement in the contest are integrated using multiple digital marketing platforms, including incorporating participation from Mandi Line, costume designer for ABC Family’s series “Pretty Little Liars,” via the contest hashtag #DRLegCandy content aggregation. The content will be prominent on the Duane Reade website, QR code mobile landing page, Facebook, Instagram and Pinterest channels; path-to-purchase posts and syndication by Duane Reade VIP bloggers; the publishing of photos submitted by entrants via the campaign hashtag #DRLegCandy; in-store signage, in-store radio announcements and POS flyers in all Duane Reade locations.

At the end of the three-week contest, users will select those entrants whom they thought best exemplified the spirit of the contest by “liking” those photos.

The grand prize winner for the best overall photo will be selected by the celebrity judge Line out of the 10 first-prize winners chosen by the public. The grand prize winner will receive a New York City spa experience consisting of two nights double-occupancy hotel stay at the W Hotel in Manhattan, a 75-minute Blissage massage for the winner and a guest, one “24 heaven” body treatment for the winner and a guest, one Fab Feet Pedicure for the winner and a guest and two dinners for the winner and a guest.

Duane Reade brand hosiery products include socks, tights, sheer hosiery, knee highs and leggings in classic and fashion colors in the $3.99 to $16.99 retail price range.

 

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Kmart, Sears launch new leasing program for holiday season

BY Alaric DeArment

HOFFMAN ESTATES, Ill. — Kmart will kick off the holiday shopping season by launching a new lease-to-own program in time for Black Friday, the massmerchandise retailer said Tuesday.

Kmart said it would launch the program through Whynot Leasing and make it available nationwide starting on Nov. 22. Sears, also part of parent company Sears Holdings, also is launching the program, making it available for more than 95 million items via Sears Marketplace, including electronics, home goods, jewelry and tools, as well as major brands and boutique items.

"This year’s holiday season is about savings and creating seamless shopping experiences for our Shop Your Way members, so we’re relentlessly focused on delivering a world-class integrated retail shopping platform that delivers on these benefits," Sears Holdings EVP and president of online, marketing, pricing and financial services Imran Jooma said. "Sears and Kmart are committed to helping members and customers find convenient and affordable ways to shop, without letting the joy of the season become overshadowed by stresses like financial concerns."

Members of the Shop Your Way loyalty program, whom the company said account for 65% of its sales, can access their benefits through a mobile app, which includes a new feature called Shop’In to help members save more during the season by checking in while shopping to access sales and load coupons to their smartphones. Other features include eCoupons, layaway, pay-in-store and Free Anyone, Anywhere Pickup, which allows friends or family to pickup items.

 

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Target collaborates with ‘Project Runway’ designer on Halloween wigs

BY Alaric DeArment

MISSISSAUGA, Ontario — Target is offering a limited-time assortment of wigs in collaboration with designer Chris March — as well as costumes for kids and pets, and accessories for adults — as part of its Halloween offering this year, the mass-merchandise retailer said.

"Halloween is such a fun time of year for kids and kids at heart," Target Canada SVP merchandising John Morioka said. "We want our Canadian guests to know that Target is the wallet-friendly destination for Halloween this year."

The retailer teamed up with March, a fashion and costume designer and former contestant on "Project Runway," to create the exclusive line of wigs. March designed the wigs based on his experience as a costume designer, including "Geisha," "Greaser," "Starlet," "Witch," "Medusa," "Monster Bride," "Mohawk" and "Afro." Wigs are priced at $20 or less.

 

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