THE MIRROR OF MEDIA

Foot Locker Using Back-to-School Learnings to Inform Holiday Strategy



In episode 319 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Jill Feldman, vice president and general manager of Kids Foot Locker, the children’s brand under Foot Locker, Inc. Feldman discusses Kids Foot Locker’s success during this year’s back-to-school season, the target demographic for the retailer, and the dynamic of both parents and children influencing purchase decisions. She shares how the retailer donated backpacks and essentials to children in need during this back-to-school season, and why giving back to the community and Foot Locker team members is important to the business.

In addition, Feldman discusses the key lessons learned during the back-to-school season that will help position Kids Foot Locker for the upcoming holiday shopping season, and how the brand has evolved both its in-store shopping experience and digital channels. She shares how Kids Foot Locker will communicate with its customers during the busy holiday season, its work with content creators to drive brand awareness on social media, and how the retailer is collecting real-time feedback from its child and parent customers. Lastly, Feldman discusses what she believes will be long-term behavioral shifts in Kids Foot Locker customers and how those shifts are impacting 2022 planning.

As a mom of two toddlers and a retail leader with nearly 20 years of experience, Jill Feldman is passionate about sneakers, fashion, and all things kids! Her current role of vice president and general manager of Kids Foot Locker allows her to combine all three passions every day. She’s focused on furthering Kids Foot Locker’s mission to serve and empower sneaker and youth culture with premium product and experiences for all families. Previous to joining Foot Locker, Jill held leadership positions at retailers such as J.C. Penney, Famous Footwear, and Crate and Barrel, across marketing, merchandising, e-commerce and product development.





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