Guerrilla Events: Marshalls Takes Flash Fashion To Chicago - Event Marketer

Guerrilla Events: Marshalls Takes Flash Fashion To Chicago

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A three-pronged initiative started a few weeks ago is giving discount retailer Marshalls an opportunity to show off its merchandise to Chicago shoppers. The TJX Cos. chain started the effort by dressing models head-to-toe in apparel that’s available at the store and having them do everyday errands in high-traffic areas. The hook? Each piece of apparel had attached an oversized price tag so consumers could get a feel for the stores’ low prices.
For part two the brand sent squads of “fashion police” onto sidewalks of the city’s main downtown shopping districts for five days. Reps cited pedestrians for “paying too much for their clothes” and handed out tickets that actually were barcoded game pieces that could be scanned in-store; winning tickets were redeemable for Marshalls gift cards up to $1 000. Rebecca Leonard the company’s manager-event marketing told Buzz the police theme was chosen to complement the ongoing Marshalls Law ad campaign.
At the same time the company rolled out a series of guerrilla-style flash fashion shows. The event team cruised the city in a Marshalls-branded “police truck ” picked a spot unloaded a blue carpet catwalk and with six models and an emcee gave an impromptu runway show all within about 15 minutes per stop. Having the events in Chicago let Marshalls corporate trumpet the program to the company’s regional VPs who were in town for a company meeting Leonard said. Agencies: Hot Iron Marketing New York City; Mullen Wenham MA.


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