Since the emergence of social media sites, retailers have been doing more to promote their wares and update brand perception, building on the momentum created by online competitions, celebrity endorsements, and ad campaigns. For Esprit, an opening event headlined by Macy Gray, in-store giveaways, and a street stunt were all part of a marketing effort last week to herald the debut of its 34th Street store.
What made this particular location important was not just that its 18,000 square feet represent the largest outlet Esprit maintains in North America, but it also signals an update to the style of its products for the U.S. market. "West 34th Street is one of the largest, most iconic shopping areas in New York City, which is why we chose to open our largest store here," said John Gunn, president of Esprit, Americas. "We are excited to showcase the brand in such a strong way, showing how the brand has changed and grown up over the years, with much more of an American design influence."
To build buzz and invite a wide array of consumers to check out the merchandise, the international clothing company produced two distinct events. For V.I.P.s including Robert Verdi and Alexis Bledel, it held a preview party Tuesday night and brought in Macy Gray—who is hoping to make a comeback with the summer release of her fifth studio album—as entertainment. For consumers, Esprit mounted a campaign dubbed "Love it and leave it," that gave the first 50 customers at the store last Thursday and Friday the chance to leave behind their own clothing and walk out in a new outfit. Models undressing on the street and in the store windows promoted the idea on Thursday afternoon, and gift card giveaways encouraged additional shoppers.
