Hands Off That Dress!

 If you’re going to dress up for a formal affair, you better be sure that someone else hasn’t picked the same gown. To your average teenage girl, such issues are matters of social survival. That’s why Australia’s Castle Towers and nineteen of its retailers are participating in a formal register. Stores such as Lisa Ho, Designer Forum and Myer will be recording young shoppers’ formal gown and suit purchases in collaboration with local schools, thereby eliminating the risk of outfit double-ups.

The register is just one of several services that Castle Towers is offering this prom season (remember, it’s spring over there). The center developed a dedicated website at FormalFever.com.au, where students can get styling tips and find retail offers. Updates are posted on Facebook and there’s also a 16-page Formal Fever Guide 2011, which caters mostly to gals but has some advice and looks for the guys too. Another high point of the Formal Fever campaign was a competition in which four high-school students won a complete makeover with fashions from center stores, hair styling at Royals Hair & Beauty and makeup at Myer, courtesy of M.A.C Cosmetics.

The Trendz Twist

If you want to have a little fun, run your own prom competition together with local schools. Invite the schools to sign up for your formal registry, then get candidates to come down to the center to peruse the shops and find their perfect outfit. Next, the candidates take a picture of themselves with their new look and post it on your center’s Facebook page for voting. The winner gets the full value of the purchase back in center gift cards and a prom-day pampering session, while the two runner-ups win smaller amounts in gift cards.

Take a cue from Castle Towers and extend your competition online with a micro-site where candidates can post videos of their shopping day, share styling tips and ask-a-date-to-the-promadvice with each other, and later record their best prom memories.

 


Oct.
2011
Posted in Customer Service
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