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Brief Published: 11 Feb 2013

NYFW: Target’s Everyday Collection Café

Extra

To celebrate New York Fashion Week (February 7-14 2013), US big-box retailer Target has opened the Everyday pop-up café – a self-promotional hotspot conceived as a pit stop for weary fashionistas and the general public.

Located in the Chelsea Market, Manhattan, the café aims to promote Target’s Everyday Collection – its shopping essentials range ­– which launched in January 2013. The campaign’s marketing slant hopes to alter consumers’ perceptions of even the most standard tasks and products.

The cafe provides docks to charge mobile devices and lounge areas to take a break and enjoy complimentary Everyday products and snacks. Items on offer are themed each day around a daily lifestyle routine – including Pick Me Up, Beauty and Get Clean. Sunday February 10 (mid-way through fashion week) was Power Up day, with vitamin water, raisins and granola bars on offer.

To complement the thematic, Target also screened videos featuring fashion industry experts such as well-known Filipino fashion blogger Bryan Boy commenting on the theme of the day, explaining what ‘powering up’ at fashion week meant to him.

The café follows Target’s Tweet-to-Runway show on January 24 2013 – a humorous catwalk that directly responded to ‘everyday’ tweets from the public. For the tweet “smells like brownies in the computer lab,” a model sashayed down the runway with Brownies mix. A model holding a bag of crisps declared: “I love chips but chips don’t love me”.  The live-streamed show ran for two hours, featuring more than 250 products from the Everyday Collection.

The Café is open from February 13 2013.

For more on how cafes across the globe are morphing into consumer hotspots for work, play and marketing opportunities, see Café Culture. For more on how brands use the fervour of fashion week to generate extra interest, see Catwalk Show Spaces S/S 13, Sao Paulo Fashion Week’s Fantasy Brand Lounges and Marcelo Rosenbaum.

Target

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