Lisa-Ann Hillman photographed byhttp://adampedleyphotography.blogspot.com/
I arrive at the New Look store situated at the end of Truro's high street. The rain that would be an important player in the day's proceedings was scarcely making itself known. I am greeted the moment I walk through the door by a pair of Truro College degree-course photographers who inform me of the whereabouts of the action. I'm guided towards the stairs, through the vast array of this season's women's-wear and as I meander through the busy crowd I notice small teams of New Look employees conversing with hair and make-up artists, and to each other with their walkie-talkies. I reach the stairs and I see spread around the adjacent ground floor area is a team of beauticians: make-up artists representing Truro College, applying colours and products to today's models, ensuring they look their very best and alongside them is a team of hairdressers from Blades Hair Salon, pruning and spraying until the gorgeous models are ready to shine.
Lottie Williams photographed byhttp://adampedleyphotography.blogspot.com/
The purpose of their positioning in store is not only to create intrigue but also to provide, for those visiting, a behind the scenes look at both organisations at work in a professional and demanding environment.
Rebecca Jenkins photographed by http://richardsibleyphotography.blogspot.com/
Darren Wheatley photographed by http://richardsibleyphotography.blogspot.com/
The feeling of urgency and excitement washes over me. I realize that I am a part of a well-organised team, focused on delivering to this Saturday's New Look customers a very different shopping experience.
Chrissy Warren photographed by http://richardsibleyphotography.blogspot.com/
Remember the rain I mentioned at the beginning? Well as the clock strikes twelve-thirty it really begins to come down, in typical British fashion. Outside, shoppers seek shelter in the nearest outlet and those that make a dash for New Look are met with a row of beautiful, fresh-faced young people holding a pose like mannequins, perfectly still, looking over the damp customers from the balcony above.
From left to right: Lisa-Ann Hillman, Jasmine Danks, Frankie Wilson, Ashlyn Coyne photographed by http://adampedleyphotography.blogspot.com/
At their cue the models disband towards their posts around the shop, substituting for the mannequins. They walk transfixed, their gaze fixed firmly forwards as though they were mannequins come to life. They mount their pedestals and hold their pose for the duration of each song, changing along with the music.
Harry Burridge photographed by http://richardsibleyphotography.blogspot.com/
"Daddy did enough of that in the eighties, mate..." remarks one older gentleman to his son, whose childhood imagination is captivated by the incongruity of it all. The day is rife with 'dad-humour' as, upstairs in the menswear section, a group of men hold still next to the male models in a 'pull-my-finger' pose, much to their partner's embarrassment and disapproval. Throughout the event, people's shopping experiences are brightened by the efforts of New Look, the beauticians and the modelling agency, Impact, who are head-hunting for attractive, young people to attend their modelling class. It is a magical moment as I witness a mother's eyes glow with joy in response to her daughter being approached regarding the modelling class.
Backstage and between the hourly shows, the models are excited to share their experiences with one another. For some of them, modelling is both very new and exciting. This fashion show presents a plethora of possibilities and experiences. It becomes clear to me how engaging this idea is for all involved when one model, Jasmine Danks, describes how one customer stared at her so intently that they jumped back in shock when Jasmine blinked.
Rebecca Jenkins photographed by http://richardsibleyphotography.blogspot.com/
The show reminds me very much of my experiences whilst shopping on Oxford Street in London. The commerce of a city like London is so fast paced, that it is important to give your customers a memorable shopping experience. In-store events such as Fashion Shows are common there. What does this say about New Look and perhaps more importantly, Truro? I believe Truronians can look forward to a more engaging shopping experience in the near future as New Look intend to repeat this event soon. Judging by their performance today, and the amount of attention that New Look's event is generating, the imaginations captured, and the shopping trips brightened on an otherwise miserable day, other stores would do well to follow suit and take steps to encompass both the customer and the community into their business plan.
