Burlington Coat Factory Goes Back to School With Style

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Burlington Coat Factory is pulling back the curtain to show how its shoppers select merchandise, starting with a back-to-school campaign that breaks on TV this week.

The effort is the first phase of Burlington’s “Great minds shop alike” initiative, which aims to convince consumers that if they shop at its stores they’re not scouting for leftovers and out of season clothing; but instead, they’re chasing after the latest trends and must-have fashions.

“That idea is subtly being used in the back-to-school [ads],” said Garry Graham, Burlington’s evp-marketing.

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