Work

Teens know real. They have an intuitive feel for retailers who "get them" and behave the way they do. Teens know Journeys. When Journeys approached Lorél, they had 150 mall based retail locations. In an effort to create a truly integrated marketing campaign, and to drive retail store, website and call center traffic, Lorél developed a multi-channel marketing strategy delivering on Journeys' positioning "An Attitude You Can Wear."

A "grass roots" marketing effort visited locations such as the X Games, South Beach and Jazz Fest, inviting the target audience to be part of the marketing. A direct-to-consumer catalog was created. The brand was supported by national retail ads, in-store videos, outdoor signage, sponsorships and national promotional tours.

Journeys has grown to over 950 retail locations. Journeys turned to Lorél when it introduced its brand extensions: Journeys Kidz, a brand for toddlers to tweens; SHI By Journeys, a brand for young adult women; and SkateIssue, a brand for hard-core skaters and boarders. The exciting journey continues.