Retailers get a head start on back-to-school efforts

05/30/2013 | New York Times (tiered subscription model), The

Office Depot is among the retailers getting a head start on promoting back-to-school events -- even though some children have yet to finish this year's term. The company has picked One Direction to star in a $10 million campaign that ties anti-bullying messages to school supplies at the store. Also, Conde Nast's Teen Vogue is renewing an effort to enlist brands in a national Back-to-School Saturday sales day in August, and the magazine says about 50 brands are expected to participate this year.

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