The stores will offer free snacks, informal modeling, a perfume bar, a makeup station, charging stations for cellphones and iPods, a gift-wrapping counter and racks of clothes. There will also be stylists and attendants at the store who will advise visitors on lipstick, shoes and outfits. To the benefit of retailers, the stylists will also guide shoppers to stores in the mall where they can buy the products.
More than 20 Teen Vogue advertisers are participating in the initiative, including Clinique, Armani Exchange and Aldo.
Teen Vogue did not charge most advertisers to participate in the store. Instead, it was offered as a perk to some top advertisers, while others were asked to buy an extra page or two in the December/January issue of Teen Vogue.
Ad pages at Teen Vogue were down 4.8 percent for the first nine months of the year, but ad revenue was up 4.6 percent as a result of the announcement of the latest initiative - including six new advertisers.