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Wet Seal increases denim sales via back-to-school mobile initiative

Wet Seal is offering the free device for every customer who tries on a pair of Wet Seal jeans in-store. The company worked with PageMaster Corp., Westlake Village, CA, on the mobile campaign.

“By offering this promotion, we are driving traffic into our stores and giving our target customer an incentive to try on a pair of Wet Seal jeans from our collection,” said Susan McGalla, CEO of Wet Seal.

“We are confident that once she has tried on the jeans, she will want to purchase them especially given the extensive assortment of fits and washes,” she said. “We are speaking to our customers through marketing efforts in-store and online

“Utilizing our social media channels has generated engaging conversation with our customers and we’ve seen a great response in our stores thus far.”

Wet Seal is a specialty retailer of fashionable and contemporary apparel and accessory items. As of July 2, 2011, the company operated a total of 542 stores in 47 states and Puerto Rico, including 460 Wet Seal stores and 82 Arden B stores.

Mobile offer
The offer will be available through the back-to-school shopping season, and ending in mid-August.

The new Wet Seal denim shop includes a range of five fits all under the Blue Asphalt label – Fashionista, Uptown, Memphis, Showstopper and Stella.

Consumers can enter a Wet Seal location and choose from more than 20 washes and three lengths to find their signature fit.

In addition, consumers can choose from more than 20 smartphones.

“Mobile commerce is a rapidly emerging method of reaching our customers and Wet Seal has been recognized as an industry leader in this area,” Ms. McGalla said. “This promotion ties in our mobile application, iRunway, by pre-loading the phones with the app, which was just made available on the Android marketplace.

“IRunway allows our customers to browse outfits and purchase directly from the device,” she said.

Perfect fit
Once consumers try on one of the five styles, they will be given an information card with three easy steps to follow to redeem their new smartphone.

The free Android device is available with the purchase of a new two-year plan plus data feature.

“We’re always evaluating new opportunities to build the Wet Seal brand within the mobile space,” Ms. McGalla said. “For now, our focus is on this promotion and introducing our new denim shop.”

Final Take
Rimma Kats is staff reporter on Mobile Commerce Daily, New York