Retailers Go Promotional, Tout Philanthropic Connections For Back-To-School

It may only be mid-July, but back-to-school, the second most critical shopping period for retailers, is already in full swing. Some marketers are turning to a formula of the two Ps—promotion and philanthropy—to attract shoppers. This week, JC Penney unveils “So You. So Worth It,” a campaign from McGarryBowen that taps into the “Get Your Penney’s Worth” marketing message the company implemented earlier this year. The strategy, which includes outfit builders and trend suggestions, is to promote great style that is also affordable, said Mary Beth West, chief customer and marketing officer of the 114-year-old brand. Read more at Advertising Age.