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Rochdale indies recruit live models to drive sales

Three independent retailers in Rochdale have worked together to come up with a novel way of encouraging shoppers to visit their stores.

Designer womenswear indie 25 Ten Boutique, lingerie indie Chantilly and designer footwear indie Shoes by Laces will all use live models in their shop windows to showcase their occasionwear, lingerie and footwear offers between 11am and 2pm on November 28.

The stores are all on Cheetham Street in Rochdale, Greater Manchester, where a third of the town centre’s premises are vacant and indies are battling to stay afloat. The number of vacant shops in Rochdale is more than 10 times higher than a year ago and in June the level of empty shops stood at 17.4%

Local stores in Rochdale have already launched a campaign to encourage people to shop locally, in conjunction with local newspaper the Rochdale Observer.

25 Ten Boutique director Kelly Turner-Mitchell said: “The live models are a fun way to showcase our pieces. Mannequins are great, but actually seeing the pieces on someone, styled complete with shoes, jewellery, hair and make-up, is far more powerful. The shopper can visualise the whole look.”

Chantilly owner Marjorie Thompson said: “We wanted to do something novel, something that  gets us remembered. The live models will show that lingerie can be fun, vivacious, comfy and, of course, sexy.”

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