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'Seventeen' Makes NYC Fashion Play

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Just when the streets appeared to be safe from shopping hoards, Seventeen magazine is throwing a shopping promotion, this time for the adolescent set.
 
Called "Seventeen on 34th Street," the event is a mini version of Fashion’s Night Out, Anna Wintour’s Sept. 10 retail stimulus extravaganza that used designers and celebrities to lure shoppers into stores and stoke sales.
 
Seventeen’s event, taking place in New York on Sept. 19, will have a similar party atmosphere, complete with “mocktails,” editor and celebrity appearances at JC Penney, Macy’s and Aeropostale stores and a concert ticket giveaway.
 
To encourage girls to part with their money, the retailers are distributing coupons in stores and in copies of Seventeen’s September issue. The coupons will also be handed out at malls across the country.
 
Jayne Jamison, vp, publisher of the Hearst monthly, said teen shopping behavior, like that of all consumers, has been affected by the recession.
 
“Teens have learned from their mothers to look for incentives,” she said. “They’re waiting for sales, they’re looking for exclusives. It’s not that they’re not shopping, but they’re getting smarter.”
 
Ads from the three retailers tied to the event helped lift Seventeen’s September ad pages by 19 percent over last year’s issue. (JC Penney, Macy’s and Aeropostale spent, all told, an additional $1 million over their planned 2010 print spending.) Jamison said October and November issues are up, too.