As the high street struggles through the recession, fashion retailer White Stuff has announced its plans to bring a little ‘retail-tainment’ to its customers.
The chain, which has over 60 stores throughout the UK, will launch a book club next month.
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Customers are invited to attend a meet and greet night on Wednesday 7 September at 6.30-8.30pm, followed by further discussions on the first Wednesday of every month. Books will be provided by Penguin, with the first title being the international bestseller ‘The Help’ by Kathryn Stockett.
The initiative will be rolled out in six White Stuff stores: Edinburgh, Battersea, St Albans, Norwich, Cardiff and Farnham. If the trials are successful, book clubs will be launched in more White Stuff stores across the UK.
The retailer will also unveil a ‘Swap Shop’ programme, whereby customers can bring in older White Stuff clothing and exchange it for other second hand items.
White Stuff has a reputation for successful brand engagement strategies. Last year employees and customers participated in a ‘National Wear a Tea Cosy on Your Head Day’ and raised £26,000 for disadvantaged children and young people. The chain will be repeating the fundraising scheme on 22 September this year. White Stuff is also hosting the critically acclaimed ‘One Million Tiny Plays About Britain’ for the Edinburgh Fringe Festival.
The company experienced record profits last year, with sales growth of 43 percent to £87.7 million.
