Capitalizing on the swap meet trend (where friends and peers meet up to exchange clothes and accessories) Teen Vogue earlier this month held a Style Swap for 500 of its young readers. The Style Swap held at The Metropolitan Pavilion in New York City was so successful the magazine plans to hold additional swap meets across the country as part of an annual event.
“Swap meets are a big phenomenon in London and we wanted to do something fun for our readers ” Lindsay Leaf merchandise director for Teen Vogue told Buzz. “These are girls who are teenagers they’re still growing and they’re big into shopping and fashion. It was a great way to recycle clothing they may have outgrown or are not wearing anymore. One person’s discarded items can be another person’s treasure.”
The Style Swap worked like this: The girls brought up to 10 pieces of gently worn clothing that were assigned a value of one two or three (high middle or low) that could be swapped for new items of a similar value contributed by sponsors or for used clothing brought by other girls. Readers were invited via online invitations and announcements were made in-book and online. Leftover clothing was donated to local charities.
Advertisers got to get in on the fun as well. Girls spent about an hour before going into the swap meet in a sponsor lounge with a dj temporary tattoo artists and raffles. Shoe retailer Journeys displayed 20 pairs of shoes and e-tail kiosks where guests could enter a promo code to receive discounts on purchases. An artist customized bags as a gift with purchase. At Neutrogena beauty stations girls swapped for makeovers by professional make-up artists. Maidenform promoted its bra line via a lingerie “library” that awarded free bras to girls with a matching number on their Maidenform library “card.” A professional bra-fitter was also on hand. Agency: Precision Event Group Beverly Hills CA.