Stein Mart has launched a mobile fitting tour that will hit four cities. Randomly selected women will receive fashion makeovers in a customized trailer on-site.
"Makeover participants enter the Airstream where they consult with a stylist to choose an outfit, shoes and accessories from a selection of Stein Mart apparel. Hair and makeup is the next step before participants exit the mobile fitting room onto the runway where they show off their new looks," Glori Katz, Stein Mart’s senior vice president, marketing and advertising, told FierceRetail.
The goal of the tour is to raise awareness of the retailer's name-brand fashions and to highlight its new "Saving is a beautiful thing" ad campaign. The company hopes to reach both loyal and new customers.
"It is very important to have the one-on-one interaction with our customers and create an experience that is memorable and engaging," Katz said.
Stylists will showcase ensembles from Stein Mart's line including clothing, shoes and accessories.
The four cities were chosen for their perfect fall weather: Charlotte, North Carolina; Atlanta; Jacksonville, Florida; and Nashville, Tennessee.
Makeover recipients are randomly selected from those that have registered onsite. And those not receiving makeovers may win one of 20 Stein Mart gift cards available at each stop.
"It takes opportunities like the mobile fitting room, where the brand creates an experience that offers an emotional connection to the product. In this case, we’re taking Stein Mart fashions on the road to let women shop, try on and model their selections. It’s an immediate payoff for them because they get to see the results and share the experience with their friends who happen to be with them and on social media, too," Katz added.