Topshop has launched a raft of innovative marketing initiatives ahead of Christmas including a dress hire service and special pre-office party dressing rooms.
The young fashion retailer has secured dress donations from celebrities such as Kate Moss and Dita Von Teese to create its charity initiative Dress Me Up. Shoppers will be able to hire the dresses for up to four days from December 7-23. Prices for hire are yet to be confirmed. The dresses will be auctioned off in January and all profits from the venture will be donated to Age UK, the charity to support the elderly.
Topshop is also running a service, called The Dressing Room, in its larger stores outside London. Stores in Liverpool, Cardiff, Manchester and Dublin will have dedicated private in-store space that consumers can use to get ready for their Christmas parties instead of being forced into their office toilets. Beauty treatments, hair styling and style advice will also be available at the stores.
Meanwhile, Topshop launched its Kate Moss Christmas collection as Drapers went to press. It features oriental-inspired daywear and eveningwear, as well as nightwear for the first time.
The collection is influenced by Chinese and Japanese clothing and includes a cheongsam-style dress fashioned out of a gunmetal Lurex knit. Kimono-shaped dresses have been created in chiffons and silks. Prints include a “Geisha Rose” print and bamboo, flying stalks, lotus flowers and fireworks.
Knitwear features obi belts and jewelled shoulder pads. Lurex-striped shrugs and sequined knit waistcoats add evening luxury.
Partywear includes a sequined bandeau mini dress and one-shoulder beaded floral dress.
Smart tailoring comprises satin pencil skirts with asymmetrical front buttoning and a boat-neck shift dress, as well as shrunken Victoriana jackets with frogging and cornelli detailing and a jacquard Princess coat with jewelled buttons.
The nightwear and lingerie collections feature printed chiffon triangle-shape bras and feminine playsuits. Floral-printed silk pyjamas are embroidered with the letter K.