"Teen Vogue is inventing a new fashion holiday, to sit in the pantheon of shopping holidays alongside Black Friday and Cyber Monday and Boxing Day
…Deborah Marquardt, vice president for media and integrated marketing at Maybelline New York, part of the L’Oréal USA division of L’Oréal, said that for Teen Vogue’s target generation, "shopping is like a sport."
Back-to-School Saturday represents an "opportunity to get out in front of this key audience," she added, in a relevant way that "gives shape and focus to something that’s already existed, elevating it, event-izing it and celebrating it."
"If it doesn’t provide anything of value," Ms. Marquardt said, consumers will not respond. "But they’re going to get samples, and they’re going to get offers, and there’ll be a fashion show at the Grove"…"