The Dressing Room pulls in the crowds with AW14 shopping event

Customers at The Dressing Room in St Albans queued around the block recently for its latest seasonal event. The award-winning indie hosted a shopping afternoon to kick-start sales of its AW14 collections, offering free gifts and prizes to attendees.

Underpinned by the theme #pictureperfect, its team drew inspiration from key brands Becksondergaard and Twist and Tango before dressing its windows with vintage cameras and props. The first 50 customers were gifted with goodie bags worth over £100 each while there was an in-store cocktail bar, Instagram competition to win one of five scarves as well as a charity raffle for The Willow Foundation, which raised £380.

“Our new season events are becoming quite legendary and AW14 was no exception,” says owner Deryane Tadd. “Customers queued around the block for the event to begin at midday and by one minute past the store was heaving with shoppers. The main lure was our famous goodie bags, which were gone in record time.”

The store is using the hashtag #pictureperfect throughout September for a social media campaign which includes a series of competitions, online interviews and blogs.