Liverpool lifestyle independent Microzine has launched a marketing initiative to help win over new student shoppers.
The store, which is owned by Chris Lee, who also heads up the lifestyle division at sportswear chain JJB Sports, will host a party night in store this weekend to mark freshers week, which is traditionally when new students are introduced to nightlife in their new home town or city.
The Freshers Lock-In event is the brainchild of Microzine brand director Zoe Jenkin. Students who attend will be given a 15% discount in the store and will be treated to free drinks and after-hours opening.
Local DJs and bands Daisy Riots and Soft Toy Emergency will perform and a “student survival kit”, including food and loo roll, will be raffled off.
“Our store has a broad range of customers,” said Jenkin. “It is the first time we have done this and we wanted to think of a good way to market ourselves to new students. Students with not a lot of money might think we don’t have anything for them, so we needed to make ourselves known to that community.
“Chris Lee is keen to show that we aren’t just a shop that sells things, but we are a place that people like to visit and hang out.”
Lee recently closed the Microzine store in Kingly Court, off London’s Carnaby Street, blaming the cost of retailing in the capital for small businesses and is now focusing on building up his original Liverpool store on Bold Street.
The store sells quirky and exclusive pieces from brands including Alexander McQueen, Adidas, Canada Goose, Fred Perry, Victorinox and Original Penguin, as well as furniture.
The Microzine concept was launched in March 2005. The Liverpool store features an art gallery, a licensed bar and deli.