Shoppers Pick up Pairs

Organisers and retailers claim that last weekend’s Pure Jeanius event, run by eskimosoup at St Stephen’s was a success.

Pure Jeanius was run by eskimosoup on behalf of St Stephen’s in partnership with River Island, Next, H&M, Topshop, Peacocks, Topman, Select, New Look, Oasis, Zara, Dorothy Perkins, Jane Norman, Cult, Tesco and USC.

A ‘Denim Zone’ was constructed in the High Street carrying stock of over 300 pairs of jeans in various styles, cuts, colours and sizes, in order to give shoppers the opportunity to receive free advice from a team of stylists.

The stylists, headed by image consultant Tina Gill, gave consultations to over 100 people across the two days with many going on to make direct purchases in the high street stores.

The store manager of Dorothy Perkins said: “It was really successful and we did see a noticeable increase in sales on denim. The ladies in the stylist team were really helpful and we feel it’s definitely worth doing again, especially when highlighting something like denim that everyone can wear.”

The event attracted a lot of interest from the media and shoppers, with visitors coming from Barton and Bridlington to receive their consultation after finding out about the event through the media.

Other features that enhanced the experience within St Stephen’s were a bespoke ‘Pure Jeanius’ display made from pairs of jeans (Rich from eskimosoup’s masterpiece), a human mannequin (thanks Andy Train), and a playlist of jeans-related music’ suggested by listeners of BBC Radio Humberside (thanks Lara King and team!).

St Stephen’s plan to use similar approach for other fashion lines throughout 2011.