Since the National Retail Federation’s Back-to-School survey indicates that kids influence what their parents buy for their return to school (and even that kids part with some of their own money to get ready for school), I took a cyber stroll through several Web sites to see which ad campaigns might appeal to kids.
The hands-down, no-contest-at-all winner is Gap. The models are stunning, the copy drips with attitude (and I mean that in a good way, as in really cool), and the merchandise makes me wish I could fit into a girls’ size dress or top.
If I were a kid, I would nag, nag, nag my parents until I got at least one item from Gap. If I were a parent, I would do some price comparisons to see what I could afford for my kid from Gap. (Not that the prices are too bad.)
The home page features seven kid models that make you want to go out and rent a kid or a grandkid. The clothes they are wearing make you feel ridiculously out of date, no matter if you look pretty good. Most importantly to the retailer, the design and graphics make you click, click, click to see more, more, more.
Click “Sneakers That Rock,” for instance. Who can resist? Or click on girls to get to “The Belle of the Hall.” I mean, what little girl doesn’t want to wear a pink skirt paired with a t-shirt and jean jacket and accented with cowboy boots? I’m no little girl, and I do.
Click boys to find a selection of backpacks under the headline, “Leader of the Pack.” See what I mean. It’s advertising at it’s best, appealing to the emotions first (What boy doesn’t wish to be leader of the pack?), then delivering the punch with well-designed merchandise that will make kids feel just right when they head off to school.