The retailer partnered with Twitter to bring the Vine 360 booth backstage on Oct. 21. The booth captured videos of 360-degree head-to-toe looks worn by models, allowing Target to showcase the runway looks in real time.
“It was an opportunity for our guests across the country to see behind-the-scenes access and get a snapshot of the looks when they can’t be [at the show],” said Target spokesperson Kalynn Crump. “It’s something different that the Canadian fashion scene has never seen before… Guests can actually see items being paired together, which is what brings the clothing to life.”
Target also gave a mom blogger, Heather Hamilton, a behind-the-scenes look at the fashion event as the retailer’s VIP Mom. Ahead of the runway show, Hamilton and a friend were styled by fan bloggers Jen Coleman and Laura Wiertzema, and given front-row tickets to the show.
The idea was to take the pair “behind the scenes of a pinnacle moment on the Canadian fashion calendar and allow them to share with their followers how Target brings unique and affordable fashions to life,” said Crump.
It also allowed Target to smooth over criticism of its inventory challenges. On her blog, Hamilton said Target reached out after she tweeted: “More empty shelves at @TargetCanada, I have faith that you will figure this out soon #hopeful.”
“Target loved that I had faith in them and took this as a challenge to make me their VIP Mom and show me and so many others that they are working hard to get their inventory right, in Canada!” wrote Hamilton.
“Social listening is very important to Target and helps us keep a real-time pulse on how guests are feeling about us,” said Crump. “In selecting our VIP Mom for this opportunity, we took the route of selecting a mom who had shared her feedback openly with us. We wanted to show her the true Target shopping experience of great guest service combined with the latest trends and best value.”