The Gensetter

BCBGeneration

Vol. 1

College women gain more than clothes through new

ambassador program
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Winter 2013

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.

Continue on page 2

In this issue:

PAmbassador program.. Page 2

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

PBlue Jeans Go Green... Page 3

PMeet the Gensetters....... Page 4
PGeneration spotlight....... Page 4

Ambassador program
From page 1

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.

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

Each Gensetter received a custom

affirmation bracelet upon acceptance
into the GenerationU ambassador
program. Photo courtesy of
BCBGeneration.com.

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

Fashionistas collect jeans for denim recycling initiative

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.

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

Meet the

GENSETTERS
P

Jessica Schram
University of Maryland
Lover of lazy beach days

Allie Kibby
University of Maryland
Aspiring graphic designer

Danielle Beeman
University of Iowa
Dancer & thrill seeker

Ana Maria Correa

University of Iowa
Native of Medellin, Columbia

Katie Wycoff

of Miami
PUniversity
Die-hard OSU Cowboys fan

Chelsea Wortham
University of Miami
Fan of novels and poems

Shelby Smith

of Texas at Austin
PUniversity
Design & fashion illustrator

Delena Trong
San Diego State University
Part-time videographer

#BCBGENERATION

&

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.

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.

Allie

Q: What is your favorite part of

the GenerationU ambassador
program?
A: Getting paid in clothes is a
dream come true.

Lane Harmer
University of Texas at Austin
Wakeboarder & concertgoer

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

Q: What have you gained

from the GenerationU
ambassador program?
A: The weekly missions give
me a chance to channel
my inner fashionista while

#GENERATIONU

www.BCBGENERATION.com