Daffy's 'Undressing Room' Gets Dressing Down From NYPD

NEW YORK, Sept. 15 /PRNewswire/ -- The majority of retailers participating in Friday's "Fashion's Night Out" celebration were looking to drive traffic into their stores with unique events.  But for one clothing retailer, the goal was the opposite, as it succeeded in literally stopping traffic while keeping people outside its doors.

(Photo: http://photos.prnewswire.com/prnh/20100915/NY64002 )

(Photo: http://www.newscom.com/cgi-bin/prnh/20100915/NY64002 )

Daffy's, the popular chain of discount fashion clothing and accessories, offered a titillating promotion at its Herald Square location where live models stood in the store's street-level windows and put on – and took off – clothing before a pleased public throughout the night.

The New York Police Department did not find the spectacle as arresting as did the estimated crowd of 1,500.

Eventually, the crowd spilled out into the street at 34th and Broadway, creating traffic problems at one of New York's busiest intersections.  Two times during the night, police officers instructed representatives from Daffy's to discontinue the putative peep show, citing concerns about vehicular and pedestrian traffic.  The police also issued a number of summonses to those who failed to move quickly enough past the store's windows.

"Despite being reprimanded by New York's Finest, it was a great night to celebrate the industry's creative attempt to draw attention to the power and importance of fashion for New York retailers," said Daffy's Bracker.  "And though the objective was to get people in front of our stores, we did achieve a nice increase in sales Friday night.  Apparently, people were able to pull themselves away from the store windows to do some shopping."

The event finally came to an end when officers ordered Daffy's to turn off all music that was transmitted from the store's windows.  

Throughout the evening, passers-by were encouraged to text in their requests for which outfit a specific model should wear.  Ever few minutes, the live models would disrobe before the crowd and put on another outfit from the Daffy's fall collection.  In total, more than 1,500 text messages were received between 6:00 p.m. and 9:30 p.m.

In addition to making a request for a change of outfit, many incoming text messages included comments to the models.  The ongoing dialogue between the models and those texting was posted on a giant flat screen TV placed in the window for all to read.

"I was struck by a couple of things Friday night," said Tyler DeAngelo, digital creative director at DeVito/Verdi, the agency that created the event.  "First, women who are between 45-60 years old are as plugged in as any one, and should never be discounted from any future mobile campaign.  Second, based on the messages received, these women have some of the filthiest minds in the city."

"We apologize for any inconveniences that may have occurred as a result of our 'Undressing Room' event Friday night," said Will Bracker of Daffy's.  "Though the sidewalk was blocked, traffic came to a halt on 34th Street and commuters were delayed in getting home, there was nary a complaint from the public.  I don't think anyone seemed to mind, given the entertainment provided by the models in our store's windows."

SOURCE Daffy's