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Teen Vogue invents student shopping day Back-to-School Saturday

June 06, 2012|By Shan Li
  • Teen Vogue is hosting a new made-up shopping holiday for kids in August called "Back-to-School Saturday."
Teen Vogue is hosting a new made-up shopping holiday for kids in August called… (Teen Vogue )

There is Black Friday for bargain hunters, Cyber Monday for tech lovers and Fashion's Night Out for fashionistas. It was only a matter of time before retailers invented a shopping holiday for kids.

Enter Teen Vogue magazine, which has officially anointed Aug. 11 as Back-to-School Saturday, an event designed for students and their harried parents.

Back-to-School Saturday will mimic other big national shopping days with dozens of retailers -- including  H&M, Express and American Eagle Outfitters -- signed on as advertisers who will also offer sales and promotions as enticement, the New York Times reported.

“We saw it as a real opportunity, because for our girls, back-to-school is as important as” Christmas for shopping, Jason Wagenheim, vice president and publisher of Teen Vogue, told the Times. "We're trying to create a moment of imagination and motivation."

The tactic has already been tried, somewhat successfully, at sister publication Vogue with the creation of Fashion's Night Out in 2009. Helmed by Anna Wintour, the impeccably coiffed Vogue editor in chief, the event was intended to attract recession-shy adult shoppers with late store hours, food, booze and celebrity hosts.

Teen Vogue will market the event in print and online (and has already laid claim to the Twitter hashtag #btss). Malls and participating retailers are expected to work up in-store attractions. The Grove shopping center, for one, is planning a fashion show, the paper reported.


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