Window Undressing

The New York 'Fashion’s Night Out' event saw key fashion retailers opting for ‘had to be there’ events in order to drive fashion’s elite in-store.

One such store looking to cash in with a bit of buzz marketing was discount fashion chain Daffy’s. The brand set up an interactive peep show in its store window, featuring models who would strip on request, thereby creating chaos at one of New York's busiest intersections.

The 1,500 strong-crowd outside the store’s window display were invited to text a certain number for each model and request which item they should take off or try on. The models themselves were also equipped with mobile devices so they could interact with the heaving throng outside, with each message projected onto the store’s window for all to see as the campaign rolled on throughout the day and evening.

This resulted in a bizarre cross between an impromptu fashion show and an adult webcam chat service.

The New York police department added to the PR element of the promotion by twice asking Daffy’s representatives to cease the activity.

"Despite being reprimanded by New York's Finest, it was a great night to celebrate the industry's creative attempt to draw attention to the power and importance of fashion for New York retailers," said Will Bracker of Daffy’s. " Though the objective was to get people in front of our stores, we did (also) achieve a nice increase in sales”.

The campaign is another in a trend of relatively cheap law-baiting promos, as previously showcased by Zombie Blood Energy Drink’s red light jumping antics in Australia.

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