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FaceCake Gets ‘Hot’ With Retailer

Calabasas-based FaceCake Marketing Technologies partnered with Bloomingdale’s last month to promote the retailer’s semi-annual “HOT” campaign. As part of the upscale department store’s seasonal promotion, FaceCake installed its Swivel virtual dressing rooms in 20 Bloomingdale’s locations coast-to-coast and Swivel virtual stylists on windows at the 59th Street flagship location. FaceCake’s applications allow customers to virtually try on clothes and accessories from a selection of the store’s offerings without having to step foot in a dressing room. “It’s great because you can try on products that you might never take to the dressing room,” said Linda Smith, FaceCake’s founder and CEO. “And you can try on accessories and see what they would look like, which you can’t do in a dressing room.” The in-store interactive campaign launched in NYC Sept. 6 and ran through Sept. 20, while the interactive display windows, which allowed passersby to play dress up on mannequins, debuted Aug. 31. “We allowed the user to makeover a mannequin with things they saw on other mannequins,” said Smith. “It got customers engaged in the product before they even stepped foot in the store.” The “HOT” campaign featured categories including “Start With Color,” “The Shinier, The Better,” and “Baroque & Roll,” and items from each were available for customers to “try on” through the FaceCake applications. The in-store Swivel dressing rooms were launched as part of Bloomingdale’s display for the fourth annual Fashion’s Night Out, when retail and designer stores stay open late and mark the opening of New York Fashion Week. “People were jumping up to see what that scarf looked like with that bag,” Smith said. “You never know what it’s going to be like when you launch a product on this scale, but customers were very enthused. It was great.” –Kelly Goff

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