TV personality Tyler Cameron is part of an eye-popping advertising and marketing campaign for PJ Place.
Courtesy of The Children’s Place
The Children’s Place isn’t just for kids anymore. While the retailer has been selling matching pajamas for adults and kids for some time, he has just launched a new brand aimed squarely at Gen Z and Millennials.
PJ Place is a bona fide digital brand with its own website experience. The brand is digital only and is not sold in stores. And it has an eye-catching marketing campaign featuring influencers and celebrities like Khloé Kardashian, Kris Jenner, Tyler Cameron, CEO of Être Girls Illana Raia, “The Toast” podcast hosts Claudia and Jackie Oshry, and TikTok stars Rod Thill. and Erika Priscilla.
Kris Jenner in The Children’s Place marketing campaign.
Courtesy of The Children’s Place
It crowns the evolution of The Children’s Place, where the retailer launched an internet-only brand for tweens, Sugar & Jade, and offers an omnichannel namesake label and Gymboree, which is available online and in select stores as an in-store purchase. -store.
“We’re always reviewing our business and looking for opportunities to grow,” said Maegen Markee, senior vice president of marketing for The Children’s Place. “We have a leading position in sleepwear and have for some time. When we really dig into that business, in the last few years, our adult sleepwear business has grown exponentially.
“Our current assortment of adult sleepwear is heavily focused on matching family looks specifically around holidays like Christmas, Thanksgiving, Easter and Halloween,” added Markee. “More or less, if there is a holiday, we have a matching family to look for it. Really, what has changed for us in the last three years is that the adult business in men and women has really exploded, so we recognized the opportunity to expand our assortment of adult sleepwear and directly appeal to the Generation. Z and the Millennials”.
Khloé Kardashian is one of the influencers/celebrities in the PJ Place marketing campaign.
Courtesy of The Children’s Place
PJ Place’s new men’s and women’s collections include plush pajama sets, loungewear styles, robes, thermals, fashion tees, comfy slippers, buttery-soft socks and more. Made from comfortable fabrics for all-day living with modern design details, PJ Place’s fun, modern and festive sleepwear styles are designed to be comfortable every day.
“While our current adult sleepwear assortment focuses almost exclusively on matching familiar looks, we recognized that we had an opportunity to expand our adult sleepwear assortments to directly appeal to the Millennial and Gen Z customer by introducing new fabrics, silhouettes and a touch of fantasy”. said Jane Elfers, president and CEO of The Children’s Place.
“In addition to being a significant market share opportunity within the growing adult sleepwear category, PJ Place will enable a new generation of young Millennial and Gen Z customers to engage with us and build relationships long before they become parents.” Elfers added. “This gives us the opportunity to maintain and retain these relationships and eventually migrate these expectant parents into our stable of kids’ brands.”
Millennials make up the vast majority of The Children’s Place’s customer base. When the retailer realized how much business it was already doing with millennial customers, it quickly saw an opportunity to appeal to a millennial consumer without just focusing on family, Markee said, adding : “It’s really a natural extension of our core competency.”
Introducing the brand digitally plays directly into the purchasing behaviors of the two cohorts. “Launching a digital brand also focuses on our core competency and is a very natural evolution for us,” Markee said, adding that the retailer has 50% digital penetration, which is unheard of, especially in specialty clothing retail.
“This is a young, Millennial, Get Z customer who is very digitally native, so knowing that we already have best-in-class [online] experience, obviously we can serve through the digital platform. It was a great next step for us and something that makes sense for the brand.
“PJ Place, it’s a very separate experience. We have our own branded website, and we’re specifically targeting the Millennial and Gen Z audience to come to that website, specifically to market adult products. We are not requiring the customer to enter a The Children’s Place store, or even to interact with The Children’s Place brand. We have created a truly independently owned and operated shopping experience and brand experience for PJ Place.
“For The Children’s Place brand, we definitely have an adult that comes in and sees the matching family assortment and that resonates with them and it’s been a great growth opportunity for us,” said Markee. “We’re going to continue to launch exclusive adult products through the PJ Place brand throughout the year that really focus on style, comfort and value, and expanding the variety in that kind of core category.
“And then at The Children’s Place, we’ve expanded our assortment of adult products, so specifically for that brand, aside from pajamas, we have a graphic tee program, holiday dresses, and we sell men’s knit shirts. We are always looking for new opportunities. Certainly, with PJ Place we are going to continue launching exclusive products for adults and support us in that part of the assortment”.
Source: news.google.com