Teen Vogue is well aware that retail is in big trouble as reflected by its new concept for the 2008 holiday season. Retailers are thirsty for teenage girls to spend like they used to, so Teen Vogue is taking advertising for the demographic to the next level. This is one campaign that doesn't involve the magazine's go-to heartthrob Zac Efron and actually leaves out boys altogether — the magazine has tried to develop the ultimate girls spot in hopes of loosening up wallets.
The magazine is forming a presence in malls with temporary pop-up stores, formally called the Teen Vogue Haute Spot. The store won't sell anything but hopes to inspire the urge to splurge by providing makeup and perfume stations, racks of clothing for trying on, informal modeling, and snacks. The stores will be staffed with stylists who are there to give advice and ultimately escort the girls to stores in the mall where they can buy the products they've fallen in love with.
Aside from the holiday season stores open from November 28 through December 26, Teen Vogue plans on opening pop-up stores for prom season and back-to-school shopping. Do you think Teen Vogue is on to something, or is their hands-on marketing scheme a dead end in this economy?