Marketing Currents - Business and Marketing Current Events

‘An interesting time to be a marketer’: How brands adjusted their strategies for back-to-school

The end of summer is usually the time for back-to-school shopping. While everything about this year is very different — as parents and school districts grapple with the prospects of remote learning or socially distant classrooms, and the potential of yet another lockdown — children’s apparel companies are hopeful that kids will still need new clothes.

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Discussion Questions:

  1. What is seasonal marketing?
  2. Why is back-to-school season important to many brands?
  3. Why is back-to-school season different this year for marketers?
  4. Based on information from this story, what is one example of how a brand has adjusted its marketing strategy this year as part of its back-to-school marketing strategy?
  5. Imagine you are a marketing professional working for your favorite brand. How would you approach your marketing strategy for this year’s back-to-school season? Be prepared to discuss your ideas.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.