The pop-up “concept store,” featuring various advertisers, will not sell products, but will stand as a promotional destination touting complimentary makeovers and gift-wrapping, a re-creation of the Teen Vogue fashion closet, events with Teen Vogue editors, and an Internet café, among other things.
“We wanted to come up with a way to bring the brand to life in the form of a unique destination where girls could socialize with the Teen Vogue point of view,” said Lauren Jay, associate publisher of marketing at the magazine.
She added that the concept, a departure from the typical teen magazine mall tour, is “all about viral marketing” to reach young women, millennials, and teens via the blogosphere and word-of-mouth.
It's also a way to extend the brand and reach retailers in the tough economic environment, Jay explained. “In this type of economy…it's not just about selling pages anymore…We have to provide something that's different and powerful and can show a return on investment.”
To engage readers and promote the store, Jennifer Petrisko, director of PR at Teen Vogue, is conducting long-lead outreach for pre-buzz, which garnered a story in the New York Times that has been picked up in a number of other outlets. Efforts also include promotions on the Web site, e-blasts sent to subscribers in the tri-state area, and pre-launch local radio and newspaper outreach.
The magazine is already planning to extend the concept in '09, for “spring style” and “back to school.”