The fashion PR team at Pierce Mattie salutes TEEN VOGUE for going not only out of the box but off the page with their fall communications program where they are taking it direct to consumer. Back to school is synonymous with rethinking your wardrobe. Thousands of area girls are about to have fun doing just that. TEEN VOGUE will bring its editorial pages to life for the month of September at The TEEN VOGUE Haute Spot, an interactive concept store and lounge now in its third season, debuting on the West Coast. This back-to-school retail destination, designed to make back-to-school shopping an inspirational and exciting experience for young women, will take place in Costa Mesa at the South Coast Plaza -- the country's pre-eminent shopping Mecca.
"Haute Spot is a bright spot for TEEN VOGUE readers and our advertisers," says TEEN VOGUE Publisher, Laura McEwen. "We have a proven track record of reinvigorating retail with our Haute Spot concept store -- we drove over 30,000 girls in store in previous seasons. Our mission is to create a fun and social shopping experience for readers, and to make this back-to-school season its most successful for South Coast Plaza, as well as our marketing partners."
Opening Saturday, September 5th and running through Sunday, the 27th, the TEEN VOGUE Back-to-School Haute Spot will offer teens and young women plenty of fashion inspiration, featuring style consultations, makeovers, fashion presentations, celebrity appearances, and the opportunity to use exclusive HP computers. The space will showcase the winner from the HP/MTV Engine Room Notebook Design Contest along with the new HP Pavilion dv6z Artist Edition 2 series Notebook PC. This is the second time that HP is partnering with the TEEN VOGUE Haute Spot.
Replicating TEEN VOGUE's fashion closet, the store will feature "trend closets" filled with the season's current styles from "Glam Rock" to "Homeward Bound"-- all available at South Coast Plaza. And, for the first time, merchandise will be available for sale, including new HP computers and accessories, as well as TEEN VOGUE magazine itself.
The store kicks-off opening day with a "S'cool Fashion" presentation featuring looks from Burberry, Roxy, Dooney & Burke, Nike, YSL, Coach, Billabong, Vans, Miss Me Denim, Paul Frank, Fox, and more. The day will also feature celebrity appearances from Naturi Naughton and other cast members from MGM's Fame, opening nationwide September 25, plus stars from television hits such as Hannah Montana, and CSI.
The store will also highlight a special beauty vanity and fragrance bar including Juicy's new Couture Couture Fragrance, DKNY Be Delicious, Britney Spears Circus, and Clinique. Weekly "Model Mondays" casting events will give shoppers the opportunity to become featured models in upcoming TEEN VOGUE promotional pages.
To motivate purchase, girls will receive a Fox tote filled with samples, as well as a year's TEEN VOGUE subscription when they buy participating sponsors' products.
"TEEN VOGUE's Haute Spot concept store is the perfect fit for South Coast Plaza and its West Coast debut," says Debra Gunn Downing, Executive Director of Marketing for South Coast Plaza. "The Southern California lifestyle resonates so well with the TEEN VOGUE reader who is as excited about luxury brands such as Burberry and YSL, as she is for surf culture favorite Roxy and fast-fashion retailers such as H&M."
