Retail Marketing Method: Don’t forget your student ID!

On one of my usual shopping expeditions a few days ago I entered into a store called Charlotte Russe to look for some garments for a halloween costume. To my avail they didn’t have what I was looking for, but something else occurred while I was there. An employee bounced up to me and informed me that if I had my student ID present with me I would get 10% off my purchase. If I didn’t happen to have my ID on me that was no problem either, if I had a smart phone I could get the coupon sent to me via text for the same amount. Wow, talk about tailoring to the student.

For clothing retailers this is a somewhat new marketing tactic. Retailers like Apple and Amazon have already had discounts for students since a lot of their products are useful to the typical “freshman”. (Laptops, Televisions, DVD players, electronics, etc.) Stores like Topshop have begun this tactic of student discounts both in-store and online while Urban Outfitters will provide the discount on select dates. Looks to me like student ID’s should be in wallets at ALL TIMES. This is the question that then comes to mind, why would retailers begin to take on this type of marketing?

To me, the reach that students have is TREMENDOUS. Just consider your own high school and/or college you have/are attending. Trends are easily found and created in schools. Being in close contact with your classmates 5 out of 7 days in the week can create a big influence on students. What better way to promote your clothing than to have students wearing it for some 4,000 kids to see. (Basing off of my high school student population) Not only do students have reach in person, but also online. It is almost a requirement for students to be active on social media whether it be a blog, Facebook, or Twitter. Lookbook has become a power house for retailers as free marketing and publicity. For the more popular Lookbook accounts and fashion bloggers it is common to see designers and retailers sending out clothes in hopes of them being photographed and seen by the huge amount of Lookbook users. These users not only hold immense power within the states but the demographics of users stretches over countless countries. Hey, these clothes could even go international!

I say this is a great incentive to bring in more traffic and purchases into retailers. Stereotyping college and high school students as with limited income as well as a craving desire to fit in with the trends you have a recipe for success. Remember kids, don’t leave your student ID’s at home, who knows when you can get some additional money off of those new boots you are drooling over for this fall season.