Last Sunday, the Lakeside Shopping Center in Essex, England came up with a promotional gimmick to get people to go shopping — offer women vouchers if they show up at the mall wearing nothing but bras, panties and high heels.
The first 100 women to arrive in nothing but sexy underwear were given £100 ($163) gift vouchers, which were good in many of the mall’s stores.
According to reports, it’s unclear how many turned out, but lots of young women did show up to partake in some revealing shopping.
“We loved seeing all our luscious ladies looking gorgeous in their underwear and heels,” said Kylie Minor, a spokeswoman for the shopping center.
“I’m sure they all enjoyed choosing an outfit from our wide range of new spring fashion in the stores afterward.”
The promotional gimmick, which apparently is not unique to England, was engineered to promote the new spring fashions available at the mall.
A similar gimmick was used by Desigual, a SoHo clothing store in Manhattan, last year. It attracted hundreds of unshy shoppers with the promise that the first 100 would be given a free outfit.