Closet SOS

My daughter recently attended her school prom, and after spending an age choosing an outfit, I considered the nightmare scenario of what would happen if she damaged or dirtied the dress just before the big day. Maybe something like Closet SOS is the answer.

Closet SOS is at the moment, little more than a short-term promotional idea created by Oglivy and Mather for fashion chain Forever 21 in Costa Rica. The idea is that you call a special number and the company send a fully stocked van to your location to bail you out of your sartorial problem.

Now as I said, this is a short term promotional idea at the moment, but I wonder whether it has wider long term potential. Might there be a market for an ‘emergency store’ service like this? Don’t confine your thinking to fashion. It could equally apply to other markets. If there is a demand, for obvious reasons, you could probably charge a premium price.