NEW YORK: This back-to-school season, apparel retail brands plan to face current economic woes head-on with integrated and interactive marketing campaigns that communicate value. JCPenney, Macy's, Cotton, and Sears are a just a few brands in the midst of an integrated approach that includes PR and digital marketing.
“We use social media for a few other campaigns, but it's never been as integrated for back-to-school,” said Quinton Crenshaw, brand communications manager at JCPenney. “It allows us to connect with new ...