Time Inc.’s People StyleWatch on March 4 launched a “celebrity stylist” pop-up experience that is running concurrently at six Taubman malls each weekend throughout the month. The pop-ups feature spring styles available in the malls now, and will return in September with fall fashion.
The consumer experience includes a one-on-one appointment with a stylist who takes them through a “celebrity” stylist closet, educates them on fashion and offers advice on which styles suit them best, as based on the March StyleWatch issue. California Closets created custom closets for the program. Additional sponsors include Vince Camuto footwear, which is offering a gift with purchase for those who buy Vince Camuto shoes at the mall, and Clinique, which is offering 20-minute make-up makeovers to complement the wardrobes. A Starbucks accessories bar features the season’s must-have accessories. Attendees receive a Starbucks Frappuccino beverage, a gift bag filled with goodies from the sponsors and a March issue of StyleWatch.
“This is a real personal experience that most of these women don’t get to have,” Gina Guzzo, associate director-integrated marketing at People StyleWatch, told Buzz. “It’s nice to interact with consumers and our readers, answering questions about the magazine and fashion. Our magazine is about celebrity style, but also about accessibility. Everything we feature in the pages is available in stores right now.”
The pop-ups are located in the following malls: Beverly Center (Los Angeles), Cherry Creek (Denver), International Plaza (Tampa), The Mall at Short Hills (New Jersey), Twelve Oaks (Detroit) and Willow Bend (Dallas). Agency: Javelin, St. Louis, MO.