January has seen Spanish clothing brand Desigual promoting its winter sale with a rather unusual discount proposition: across a range of branches - including those in New York, Barcelona, Lyon, Madrid, Seville and San Francisco - Desigual has offered two free clothing items to the first 100 people to arrive at the store on a predesignated day. The catch? Customers only received the freebies if dressed in nothing but their underwear. As the brand said, customers could “enter half-naked and leave fully dressed”.
As it becomes harder for discount actions to stand out – and as bricks and mortar locations seek new ways to engage shoppers and lure them away from online alternatives – we can expect more and more discount schemes to place an emphasis on the fun and experience they offer to customers.