Now that the United States has begun to reopen, apparel brands are hoping for the return of shoppers—and perhaps even permitting themselves to think optimistically about their autumn collections. After all, fall is just around the corner, and many shoppers start looking for chilly weather clothing as early as July. But as with so many other facets of business, the pandemic hasn't just changed shopping patterns but marketing, too. Few brands are feeling that shift as acutely as French Toast. As a maker of accessibly priced school clothes for kids, the 35-year-old label stakes much of its vitality on back-to-school shopping. And since parents will start thinking about school clothes in just a few weeks, now's the time to get the creative work done, since it's all scheduled to go live on June 30. The question was: Where do you even begin? Nobody's sure when kids will be heading back to school, much less what school's going to look like once they g
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