The Gensetter

Vol. 1 BCBGeneration Winter 2013

College women gain more than clothes through new ambassador program
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It only took four sentences on BCBGenerations website to convince junior fashion design major Shelby Smith to apply for the new GenerationU ambassador program: Do you dream of shoes? Ohh and ahh over accessories? And have a passion for fashion marketing? Then we have the perfect job for you. Smith, a University of Texas at Austin student, was one of 180 women to submit a Gensetter application, and only one of nine to make the final cut. Smith said she first learned about the program through a listing on her universitys internship database and immediately jumped at the opportunity. I applied because I thought an experience with an established, wellknown brand could help me land future internships in the fashion industry, Smith said. I also love clothes, so that was a bonus. To find nine of the trendiest scholars from five universities across the nation, BCBGeneration hired UQ Marketing in 2013 to create, manage and implement its GenerationU ambassador program. BCBGenerations online application called for women who were well-connected, fashionable and bright to become Gensetters on their respective campuses, and the UQ marketing team was determined to find the most qualified fashionistas for the job. Bon Chic, Bon Genre Bon chic, bon genre, meaning, good style, good attitude, is the phrase that governs all lines of BCBG apparel, and was the slogan UQ minded during the Gensetter selection process. Because 2013 was the pilot year for the GenerationU ambassador program, BCBGeneration only chose women from five schoolsUniversity of Maryland, University of Iowa, University of Miami, University of Texas at Austin and San Diego State Universityto represent its brand as Gensetters.

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Continue on page 2

PAmbassador program.. Page 2 PTote party ...................... Page 2 PDenim drive................... Page 3

In this issue:

PBlue Jeans Go Green... Page 3 PMeet the Gensetters....... Page 4 PGeneration spotlight....... Page 4

Ambassador program
Meredith DeVries, director of university relations at UQ Marketing, said UQ did not have specific goals in mind, but rather wanted to create a program that would connect the brand with collegiate females. [The GenerationU ambassador program] is a young and fresh approach to generate awareness about BCBGeneration, DeVries said. A position with perks In addition to payment in clothing credit and a stylist to curate their looks, Gensetters gain valuable marketing experience as GenerationU ambassadors. The weekly missions give me a chance to channel my inner fashionista while teaching me valuable skills like social media marketing, event planning and strategic communication, said sophomore studio art major Allie Kibby, one of University of Marylands Gensetters. This is the first internship Ive ever had, and I could not be more lucky.

From page 1

Each Gensetter received a custom affirmation bracelet upon acceptance into the GenerationU ambassador program. Photo courtesy of BCBGeneration.com.

University women get

tote-ally
creative

Handbags are like friends, you can never have too many, and at the BCBGeneration DIY tote party, youll be able to add one more to your collection. With this guiding message, a box of 80 tote bags and a basket of art supplies, UQ Marketing assigned Gensetters a new mission with the freedom to be creative. University of Maryland Gensetter Jessica Schram said she was enthusiatic about the missions flexibility and excited to get her friends involved. Schram added that sorority women at Maryland are known for using letter bags, so she was certain the BCBGeneration totes would appeal to Greeks in her community.

Katie Wycoff, Gensetter at University of Miami, confirms the tote bag trend in Coral Gables, and said she also enjoyed getting her friends involved. Although the DIY tote party in October was the Gensetters third mission, University of Iowa Gensetter Ana Maria Correa said it was the first time she was able to see her marketing efforts come to life. The tote party was one of my favorite missions, and was a good introduction for women to BCBGeneration, Correa said. Because our previous efforts were mostly social mediabased, this was the first time women could be hands-on with the brand by making something they could use and wear. While some kept their bags simple to wear them every day, others say they treated the opportunity like a sentimental art project. Karly Schultz, junior education major from University of Iowa, said she used the tote party as an excuse to get creative. I loved having the freedom to create something special that I could personalize for Gamma Phi, Schultz said, But because I used paint and glitter, its not something I would

actually ever useits more like a piece of art, and I plan to keep it forever. Freshman psychology major Maggie Simpson from University of Miami also said she used the DIY tote party as an opportunity for creativity and relaxation. Being at the tote party was somewhat therapeutic for me, Simpson said. It was nice to take a break from the stresses of school and decorate a bagthe perfect relief for a busybody like me. Both fun and therapeutic, the BCBGeneration DIY tote party gave women a chance to turn fashion into wearable, shareable art, and allowed Gensetters to be creative while raising awareness about BCBGeneration.

Driven women drive results

Thirteen stores. Five campuses. One mission. This year, BCBGeneration gave old jeans a new purpose by partnering with Cotton to warm communities across the country through its Blue Jeans Go Green denim recycling initiative in September. While Gensetters organized donation competitions among sororities on their respective campuses, BCBGeneration promoted the denim drive in stores. The sorority that collected the most denim received BCBGeneration products, and customers who donated on site received a 20 percent discount toward a new pair of Generation jeans. Although GenerationU marketing professionals encountered minor issues, they say they consider the campaign an overall success. University of Iowa Gensetter Danielle Beeman said the drives timing was the problem, lasting a full month in stores but only two weeks on campuses due to erratic college move-in dates.

Fashionistas collect jeans for denim recycling initiative

Despite Gensetters having only two weeks to plan and execute the denim drive, it was enough time for public relations and English double major Chelsea Wortham from University of Miami to rally her sorority for the win. A sister of Alpha Kappa Alpha and BCBGeneration Gensetter, Wortham says her chapter showed steadfast dedication to Cottons philanthropy. AKA is a sorority that focuses on service to the community, so once [my sisters] found out the jeans were going to be turned into insulation, they were totally in, Wortham said. In the end, AKA collected 87 jeans, exceeding the next highest donation from University of Marylands Delta Delta Delta by more than 20. Meredith DeVries, director of university relations at UQ Marketing, says she is proud of the Gensetters and pleased with the drives results. Despite the short campaign time, sororities and

Denim Drive Donation Stats

UMD 32% UM 32% UT 21% UI 11% SDSU 4%

Each university did its part to contribute to the Blue Jeans Go Green denim recycling initiative. Source: UQ Marketing. Image by Jessica Schram

shoppers donated more than 900 pairs of denim to the Blue Jeans Go Green initiative, creating almost 250,000 square feet of UltraTouch insulation for Cotton to distribute nationwide. Next year, DeVries said she would love for the drive to last a full month and coincide with university breaks to allow women to collect from home. Like all pilot programs there are a few kinks that we have had to work through, DeVries said, but Im really happy with how weve come together to make it work.

The Blue Jeans Go Green denim recycling program helps insulate communities in the U.S. by turning old denim into UltraTouch insulation. Image courtesy of http://www.bluejeansgogreen.org. Edited by Jessica Schram

GENSETTERS
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Jessica Schram University of Maryland Lover of lazy beach days Allie Kibby University of Maryland Aspiring graphic designer

Meet the

Jessica Schram Jschram1@terpmail.umd.edu 731-616-1018

Generation SpPtlight All eyes on U

Gensetter: Allie Kibby, University of Maryland Q: What was your favorite GenerationU marketing mission? A: I really liked the tote party because my sisters had a lot of fun with it. Girls in AXO are really crafty, so they loved making a bag they could use and wear to class. Q: How would you describe your personal style? A: I guess Id say Im a mix between city chic and girl next door. I love all of BCBGenerations leather pieces, but also love their dresses, especially the ones with lace. Q: If you could relive one moment of your Gensetter experience, what would it be and why? A: The interview process was the most exciting. My heart jumped each time I got an email or phone call congratulating me on advancing to the next round. The satisfaction of getting the position after knowing so many girls applied was also extremely rewarding. Q: What is your favorite part of the GenerationU ambassador program? A: Getting paid in clothes is a dream come true. Q: What have you gained from the GenerationU ambassador program? A: The weekly missions give me a chance to channel my inner fashionista while

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teaching me valuable skills like marketing, event planning and strategic communication. The missions also give me experience with teamwork because I have to work closely with the other Gensetter at Maryland to organize events and promotions. Q: How did you become a Gensetter and how can other women get involved? A: I learned about the Gensetter program through my sorority listserv, but you can also hear about opportunities on BCBGeneration.com by signing up for the mailing list. The Generation Nation blog is another great way to stay up-to-date with news and announcements so you know when BCBGeneration is recruitng.

Danielle Beeman University of Iowa Dancer & thrill seeker

Ana Maria Correa University of Iowa Native of Medellin, Columbia

of Miami PUniversity Die-hard OSU Cowboys fan

Katie Wycoff

Chelsea Wortham University of Miami Fan of novels and poems

Allie

of Texas at Austin PUniversity Design & fashion illustrator

Shelby Smith

Lane Harmer University of Texas at Austin Wakeboarder & concertgoer

Delena Trong San Diego State University Part-time videographer

#BCBGENERATION

#GENERATIONU

www.BCBGENERATION.com