Hit or Miss? - Lakeside encourages shoppers to dress down for £100 prize

Clothing down sale Lakeside shopping centre celebrated its spring fashion launch this weekend by offering a £100 pound gift card to the first 100 people to arrive in their underwear.

All entrants had to be over the age of 18 and had their photo taken as part of Lakeside's 'flash of fashion'. The Daily Mirror and Metro were among those to give prominent slots to the ensuing pictures of scantily clad shoppers.


You can't deny that Lakeside's route-one approach to publicity secured reasonable presence in the nationals on Monday. However, does this make consumers want to shop at Lakeside? I'm not sure. The activity is very focused on just one item: the picture story. It doesn't tell me why I should go to Lakeside rather than Westfield, Bluewater or Oxford Street.

To truly engage consumers, Lakeside should look to tell a more thought-through story about its offer and create brand advocates through social media to make Lakeside a real 'destination'.

At worst, this coverage might even make the shopping centre seem tacky. Compared with some of the great work seen at Westfield (who could forget moving the Grazia office to the centre for launch?), this seems to be lacking creativity and strategic insight. - MISS

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