Kate Moss for Top Shop AW09
via Google Images
As we approach the end of what has been a difficult and uncertain financial year, retailers are launching their Christmas marketing campaigns to boost sales figures by enticing customers to purchase new outfits for the festive season.
I have to praise the innovative marketing team at Top Shop for launching a dress hire service as one of their Christmas marketing initiatives. Celebrities including Kate Moss and Dita Von Teese have agreed to donate dresses, which will be available for shoppers to hire for up to four days from December 7-23. In January, once the party season is over, the dresses will be auctioned off with all profits being donated to Age UK, a charity for the elderly.
Once again, it's a savvy marketing venture from Top Shop. One that I can't knock. The campaign high-lights sustainable fashion by encouraging shoppers to hire an 'one-off' dress rather than purchase a new mass-produced dress. A new dress that may never be worn again once the party season is over.
