Justice Launches a Tween Catazine
Posted on August 29, 2006Justice recently announced the launch of a new catazine that will be delivered two 1 million tween girls. They plan two more issues that will be delivered during the holiday shopping season. Then in 2007 they plan to go increase to eight catazines. Tween Brands, Inc. also publishes catazines for Limited Too. Here are some more details about Justice's recently launched tween catazine.
To help tweens put together the perfect back-to-school outfit, Justice's catazine includes 52 pages of the fall's latest styles, ranging from skinny fit jeans with long T-shirts to cargo Bermuda shorts with lace trim camisoles. The Justice catazine is unique in that it is one of the only direct mail pieces sent directly to tweens. The catazine allows tweens to see how various outfits are put together, giving them the confidence to plan their own fall wardrobes. Many tweens also read the catazine with their mothers to decide on their favorite styles for the upcoming season together, creating a positive bonding experience.Some also refer to catazines as magalogs or payodicals. It can be confusing to determine what is what when retailers start adding editorial content. There is definitely a trend happening.
Since opening its first store in 2004, Justice has become a leading apparel brand for fashion-aware tweens. For the latest quarter that ended on April 29, Justice posted 30 percent comparable sales growth, which contributed to Tween Brands, Inc.'s record sales and earnings for the quarter. Adding to that growth, Justice also plans to open a total of 65-70 new stores this year, and 90-100 stores in 2007.
Mapgie is also noticing this trend combining editorial with shopping guide content. They write, "Increasing, we see magazines becoming catalogs and catalogs becoming magazines."