You don’t have to be a Hollywood star to have a private shopping experience at your favorite retailer.
Imagine no crowds and no lines to try on clothes. On cue, an assistant will grab another size for you or suggest a different look. And when you’re ready to check out, you get a juicy discount.
It’s not a fantasy. A few companies, like clothing retailer Maurices, are catering to Jane Doe fashionistas who want to escape the chaos of everyday shopping and receive some extra attention.
Maurices stores have been offering the after-hours shopping events for about two years, said Linda Roberts, manager of the Maurices store in Oak Harbor.
“It’s a complimentary offering for our best customers,” Roberts said.
The clothing store calls its after-hours events “splurge parties.” Typically one customer acts as hostess and requests the event for 15 to 20 guests. Maurices helps the hostess organize the event by providing invitations and making reminder phone calls to guests.
On the evening of the shopping party, the retailer has sales associates on hand to help customers select the right look. Roberts said the clothier does a good job of training sales people as “fashion consultants” — helping them understand the styles and colors that work best for different body types. If a customer just needs help finding a shirt to go with a favorite pair of pants, Roberts’ staff is trained to help with that, too.
The shopping “parties” tend to have themes: a bridal shower, a birthday outing, a pre-Valentine’s excursion. And guests often finish off the night with an impromptu fashion show.
The Oak Harbor store hasn’t hosted an abundance of the after-hours events, perhaps four each year. But Roberts believes the parties have been a success.
“It’s a win-win situation,” she said.
The customer who requested the event — the “hostess” — receives a 30 percent discount on items purchased at the event. The hostess’ guests get a 15 percent discount.
Aside from the sales generated at the parties, Maurices also hopes to gain new and loyal customers from the events.
“We don’t do any formal advertising,” Roberts said. “Our company really believes in word-of-mouth recommendations.”
The after-hours shopping parties allows Maurices the opportunity to impress customers with knowledge and good service, Roberts said.
After-hours events aren’t exclusive to clothing stores. Wine, culinary and specialty shops have long hosted tastings or classes as a way to draw in customers after hours.
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