InStyle magazine experiments with retail
Following in the vein of combining fashion magazine editorial, advertising campaign and digital sensation, InStyle will be launching a new store on NYC’s 57th Street and Fifth Avenue, reported WWD. Come March 1, the magazine will occupy the 19-by-42-foot space with a shop with a kick: Using touch-screen technology, the windows will highlight six Spring ensembles inspired by looks from the mag’s March publication.
A là Polyvore, shoppers can put together collages to be sent as an online postcard to smartphones. Inside, these postcards could contain a thorough shopping list, including special deals and personalized with a headshot taken at the store. Employing geo-targets from the cards, consumers can discover the nearest retailer for a desired label, with a precise listing such as “see Jennifer on the third floor of Bloomingdale’s in the southwest corner of the store.”
And what digital venture would be complete without social media? Shoppers can share the end product through various social networking channels.
“These brands will be in front of five million consumers during the month of March,” publisher Connie Anne Phillips said to WWD. “And we are giving them directions to exactly where to go, and we are taking you by the hand, to the point of purchase.”
The project will also be copied in Los Angeles’ Beverly Center with a freestanding media pod, as well as online at instyle.com.
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LadyLUX via istock
