GapBody, the Gap's outlet for women's intimate apparel and personal care items, brought its Bra Bar Style Tour to South Florida with a mod-looking lavender and pink lounge set up in the center court of Aventura Mall.
Rebecca Weill, director of public relations at Gap Inc., hired New York-based Alison Brod Public Relations to promote the tour. Gap also promoted the tour to customers by supplying its stores with fliers, sending email, and adding a link on the Web site with all the details. Jill Borkan, an account executive with Brod, arranged for celebrity stylist Jennifer Rade—her clients include Angelina Jolie and Eminem—to help the women visiting the lounge find the right bra.
Los Angeles-based A Squared Group designed and manufactured the lounge, set inside an 18- by 24-foot-square perimeter made of steel trussing with sheer white curtains and valances. In the center was a white modular seating area with pink vinyl cushions, decorated with pink and purple throw pillows. A floral arrangement, stacks of fashion books, and mannequins in GapBody lingerie were arranged on top of the structure. Additional seating included small steel ottomans with purple vinyl cushions.
Visitors were encouraged to discover their personal style by filling out surveys on three laptop computers. "Bratenders" (provided by BI, a Minnesota-based media and events group) consulted with customers behind a 15-foot-wide gray bar. They reviewed the questionnaires, provided correct bra sizes, and gave suggestions on which style was best. Bottles of flavored water and fortune cookies printed with the GapBody logo were also handed out.
The real fortune, however, was the "Bra Bar V.I.P. Card," which gave visitors a 20 percent discount on lingerie at GapBody stores. They also got a free pair of panties for getting fitted for the correct bra size.
The Bra Bar has also made stops in Boston and New Jersey, and plans to head to Denver this month.
— Vanessa Goyanes
Rebecca Weill, director of public relations at Gap Inc., hired New York-based Alison Brod Public Relations to promote the tour. Gap also promoted the tour to customers by supplying its stores with fliers, sending email, and adding a link on the Web site with all the details. Jill Borkan, an account executive with Brod, arranged for celebrity stylist Jennifer Rade—her clients include Angelina Jolie and Eminem—to help the women visiting the lounge find the right bra.
Los Angeles-based A Squared Group designed and manufactured the lounge, set inside an 18- by 24-foot-square perimeter made of steel trussing with sheer white curtains and valances. In the center was a white modular seating area with pink vinyl cushions, decorated with pink and purple throw pillows. A floral arrangement, stacks of fashion books, and mannequins in GapBody lingerie were arranged on top of the structure. Additional seating included small steel ottomans with purple vinyl cushions.
Visitors were encouraged to discover their personal style by filling out surveys on three laptop computers. "Bratenders" (provided by BI, a Minnesota-based media and events group) consulted with customers behind a 15-foot-wide gray bar. They reviewed the questionnaires, provided correct bra sizes, and gave suggestions on which style was best. Bottles of flavored water and fortune cookies printed with the GapBody logo were also handed out.
The real fortune, however, was the "Bra Bar V.I.P. Card," which gave visitors a 20 percent discount on lingerie at GapBody stores. They also got a free pair of panties for getting fitted for the correct bra size.
The Bra Bar has also made stops in Boston and New Jersey, and plans to head to Denver this month.
— Vanessa Goyanes
To promote its lingerie line, GapBody hired A Squared Group to design a Bra Bar that was set up in the center court of Aventura Mall.
The wall behind the 15-foot-wide bar featured mannequins wearing GapBody lingerie.
"Bratenders" from BI helped visitors find the perfect fit and style.
The back wall of the bra bar lounge featured more GapBody branding.
