SUZY SHIER GOES AFTER YOUNGER MARKET
By Adnews Staff
Montreal-based Suzy Shier is trying to get consumers hooked on the retailer while they're young. The women's retailer has opened in-store boutiques geared to girls aged seven to 14. Called Suzy Girl, the boutiques offer a variety of trendy fashions including shirts, button-down shirts, sweaters, skirts, pants in boot-cut, elephant-leg and bell bottom styles, and T-shirts. In addition, the stores will sell accessories such as nail polish, hair care products, makeup, temporary tattoos, picture frames, school supplies and knick knacks. Until now Suzy Shier targeted women aged 15 to 35. Currently, the retailer has put Suzy Girl boutiques in 46 of its 240 stores. It will likely add a few more boutiques next year. Until the end of the year, Suzy Shier will promote the boutiques using in-store materials. It is currently reviewing advertising plans for next year and is looking at TV, marketing and visual presentation vice-president Effie Tsagogeorgas told Adnews yesterday. Suzy Shier will also add a Suzy Girl section to its Web site. Advertising for the retailer is handled in-house.