CHICAGO The Juicy Couture boutique in the Gold Coast treated shoppers to fruity cocktails and DJ tunes on May 16 during its Beach Weekend Packing party. “Juicy Couture really wanted to reach Chicago area customers and invite them to their Oak Street store to see the ... 2012 summer collection,” said Lindsay Alix of Skirt PR, which produced the event.
Jena Gambaccini, the blogger behind ChiCityFashion.com, hosted and was on hand to offer one-on-one style consultations. “Juicy Couture hired Skirt PR to help their team find a local tastemaker who embodies the Juicy Couture style and has a large influence in the Chicago area,” Alix said. “Jena's enthusiasm for fashion and great following on her blog...made her the perfect host.”
Prior to the event, Gambaccini posted the event invitation on her blog and sent it out personally to friends; she also tweeted about the shopping fete. Additionally, “she was able to go into the store to view the new summer items and posted some of her favorites to build excitement on her blog,” Alix said. Gambaccini's favorite pieces became raffle prizes for the evening.
According to Alix, the event had an “amazing turnout, the store was packed.” Shoppers got a 20 percent discount on goods throughout the evening, and also had the opportunity to get personalized fashion sketches—called Couture Caricatures—from illustrator Rosemary Fanti.
Passed bites from Truffleberry Market included Ahi tuna sushi rolls and salted caramel mini doughnuts. Liquor sponsor Tito's provided vodka for the grapefruit cocktails, and Fig Media DJ Annalise Freytag played into the summertime-party vibe with upbeat tunes.
Throughout the season, “Juicy Couture is planning similar shopping events in other markets hosted by a local tastemaker,” Alix said. “However, each event will be unique in theme and tailored to the city and host.”