Home»» The welcome wagon was not wheeled out when British retailer Topshop opened in SoHo (New York) just a stone’s throw from Bloomingdale’s, Urban Outfitters, H&M and Prada. With British sensibility, Topshop broke out the celebrities, held 12 star-studded fashion galas, where guests could schmooze with Jennifer Lopez, Lindsay Lohan and Kylie Minouge. Topshop had a groovy jitney that cruised throughout the city corralling customers with free trips downtown, and offered them goody bags with discount coupons from $5 to $500, but that so yesterday.
Starting last week, Topshop began an inventive program offering free or low-cost bicycle rentals. When it’s not raining, which is often, a bicycle rental may be a welcome diversion to New Yorkers who are trying to enjoy their recession staycation.
To help launch the green event, once your shopping was complete, Topshop offered free photographs by legendary nightlife photographer Nicky Digital. Street Style backdrops were on hand in the store, as well as stylists to help you get your style just right. Now anyone can download their own Topshop fashion shoots on www.chictopia.com, where a fashion competition will run over a month, and each week there will be five winners, four chosen by Chictopia.com users and one chosen by Topshop. Each winner will receive a free bicycle. Even if you don’t win, your photographs can be uploaded onto Flickr and Topshop's Facebook page, allowing people to tag themselves and comment on their favorite images. Here’s a retailer who really knows the power of social networking.
If self promotion and fashion photography is not your thing, a small fleet of 30 blue beach cruisers accessorized with baskets and cupcake stickers are parked outside the store and available for free daily rental (11 hours) to passersby. There’s even a dedicated bike valet. Just leave a credit card and sign a liability waiver to receive a customized helmet, a U-lock and a map of Topshop-endorsed destinations throughout 31 suggested attractions in Manhattan, Brooklyn and Queens. Bicycle rentals in NYC usually run you about $35. Therefore, this is a win-win. For the exercise buffs, you can burn 1,200 calories biking 60 of the 61 miles that the free Topshop map identifies for you. The route will encompass sweet treats at (British-owned) “Tea & Sympathy" (love their cranberry scones and English Breakfast tea), a visit to “DIY” (a trendy clothing emporium), “Home Ec” from the owners of boutique clothing shop “Flirt," and a trip to the “Pixie Market” to browse the up-and-coming designer offerings. The map also includes hidden gems, such as the fabulous nail bar, “Hello, Beautiful" in Williamsburg, and luxury Italian apothecary “Santa Maria Novella” in SoHo.
I don’t know what Bloomingdale's, Urban Outfitters, H&M and Prada are doing for their customers, but praises from on high to Topshop. For more on the fabulous promotion, visit their Web site by clicking here.
--Ron Knoth, Guest Blogger
Photo: Andrew Townsend, Dalziel & Pow Design Consultants Ltd., London
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