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Even as broader retail spending shows signs of slipping, there’s a bright spot for the industry: More U.S. parents are planning to increase their back-to-school budgets this fall than at any time in at least the past four years.

About 67% of consumers plan to boost purchases this season from last year, according to a survey released Tuesday by the International Council of Shopping Centers. That would be the biggest gain since the group began tracking the figure in 2012.

The bullish buying plans are good news for retailers, which see the back-to-school season as second only to the holiday shopping period in importance. Merchants last year struggled through the slowest sales growth since the recession ended in 2009.

Continue reading at AdAge.com

(TrendHunter.com) Although puppets are meant to be playful and entertaining, there is an underlying metaphor that speaks to the idea of control; whether or not that is meant to come through the Kendall Jenner Fendi…

The new iteration of Always’ #LikeAGirl campaign shot to the top of our weekly Viral Video Chart, accumulating more than 16 million views in the week ending Sunday, according to Visible Measures.

#LikeAGirl debuted last summer to overnight success. A video challenging notions that it was bad to throw or run “like a girl” took over web video and eventually earned a Super Bowl slot and honors at festivals including D&AD in London and the Cannes Lions International Festival of Creativity.

The new installment, “Unstoppable” from Leo Burnett, chronicles the challenges young women face, especially as they go through puberty. In order to visually represent the limitations each woman is presented with, the girls write down their struggles on white cardboard boxes and consequently hit and kick them to show that those words shouldn’t control them.

Continue reading at AdAge.com

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