Skinnygirl Spices Up Retail With Banana Republic - Event Marketer

Skinny Girl Banana Republic 2014

Skinnygirl Spices Up Retail With Banana Republic

Shoppers at 15 Banana Republic’s Girls Night Out events on Aug. 21 got to try on a little more than the latest fashions. They also tasted two of the newest varietals—a chardonnay and a cabernet sauvignon—from Skinnygirl Cocktails as part of a collaboration between the low-calorie line of wine and cocktails and the retailer.

Skinnygirl earlier this summer partnered with Banana Republic on a similar event involving eight stores and is hoping to see the program expand.

“The Skinnygirl consumer and Banana Republic shopper really align in terms of interests and demographic, and it strategically aligns with our goal of bringing Skinnygirl Cocktails as an everyday solution and everyday occasion,” says Kelly Georgetti, director-brand activations at Skinnygirl Cocktails. “What better way to shop than by having a glass of Skinnygirl wine in your hand?”

Beginning at 5 p.m., shoppers 21-years-old and up could enjoy a complimentary glass of the wine at a branded Skinnygirl lounge located within the store. On-site samplers communicated key points about the brand. Banana Republic also offered a 40 percent discount off its apparel while the women sipped and shopped. Social channels, including Facebook, Twitter and Instagram, help drive traffic to the stores.

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