Daffy’s is a fashion retailer in NYC, just opposite Macy’s in Herald Square. For their fall fashion launch, they created a street-level event that blended window shopping, a fashion show and an interactive peep show to create live interaction from hundreds of passers by for an entire day and night. The idea was simple, get a bunch of great looking models ready to try on any items in the new fashion range, then ask the public at street level to text a special number for each model, asking them to try on and then take off a particular item.
Each message was projected onto the store window, allowing everyone in the huge crowd to follow the conversation, while the models themselves, each used a phone to interact with people on the street. What a great way to take window visual merchandising to the next level! The event was created by agency DeVito Verdi. Not a first, but very cool…
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Good idea as far as getting people to interact with the brand but I think there’s a missed opportunity here.
Having models with various body shapes (not saying plus size models) would have made it even better. Anyone who has shopped online or in-store for clothing knows that what might look great on one person or mannequin might look unflattering on another and it’s all because of what body type you have. This way people aren’t just texting to contribute to a “show,” they’re texting a particular model with a similar frame to themselves to see if an outfit they spotted would look right on them. That’s when people can start to visualize themselves in the clothes, strengthening their desire to shop.