Gottschalks was the last of the giant Middle American department store chains.
Up until a few years ago, the only area that actually made money for them was clothing.
I paid two groups of kids to come to the studio and tell me what they wanted and got great lyrics from this process.
You'll see here, we did one campaign aimed at Junior High boys (who are obsessed with brands to help them fit in - just ask them) and one targeting High School girls who want to use fashion to make them stand out.
Great response, but not enough to keep Gottschalks from buying the farm. However...I now use the guerrilla focus group on almost every jingle I do and it's awesome! Ask me about it.