Limited Too, Inc. proved this summer that a little advertising — as in nearly none — can sometimes go a long way.
The Columbus, OH-based apparel retailer for girls seven to 14 brought a Passion for Fashion catwalk to malls in five key U.S. markets, letting local contestants participate in modeling shows featuring back-to-school clothing that were co-hosted by Olympic gold medalist Tara Lipinski and celebrity stylist Stephanie Wolf.
The program’s limited media support consisted of in-store standees, a gatefold in the chain’s summer catalog, and activity on the corporate Web site including a sweeps that sent one winner to the tour’s finale in New York City.
Several thousand contestants entered at each venue. “When you consider the fact that we did no advertising other than in our own channels, that’s pretty impressive,” says Scott Bracale, Limited Too’s senior vp-general manager of catalog/Internet. “This is the first time we’ve done any kind of public relations campaign, and the first time we’ve done anything nationally.”
Finalists from Miami, Dallas, Chicago, Los Angeles, and Columbus, OH, were flown to a grand finale in August in New York City, where an additional contestant was chosen from the audience. In addition to the fashion show, the event featured performances by teen band O-Town and singer Myra. The grand-prize winner received a $5,000 college scholarship, a modeling opportunity in a Limited Too catalog, and $2,000 in clothing. (The six runners-up scored $100 store gift certificates.) The chain handled in-house.
Launched in 1987 as a section of The Limited Apparel Stores, Limited Too spun out from its parent seven years ago and now operates 419 stores in 45 states. It also sells through “catazines” and the Web site.
“Limited Too was the first [female apparel retailer] to identify and target the tween market, and no one has the kind of reach that we have into that segment,” Bracale says.
Consider that reach successfully extended — with style.
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