Gadzooks Begins Girls-Only Marketing

DALLAS The Richards Group is launching the first stage of its rebranding push for Gadzooks today.

The Dallas agency has created in-store signage and other branded materials that have an “anti-equality” theme. The effort breaks as the teen retailer phases out its mens’ merchandise and begins selling clothing and accessories geared only to women ages 16-22.

Signs are going up in the client’s 429 stores about the liquidation of the mens’ items, but those were not enough to stress the store will be “the ultimate destination” for junior girls, shop principal John Beitter said.