'Groundhog Day' on repeat, 'Spaceballs' and matzo balls and Entireworld's entire product world are a few of the treats on tap this holiday season
, Sternberg’s wares will be exposed to an untapped customer base. “People who have never heard of us, who don’t care aboutor anything I did in the past, who have no context, are going to experience the brand or a screening,” Sternberg said.
So does Sternberg see this kind of experiential retail as the buzz-building alternative to the traditional fashion show format? “Absolutely,” he replied. “It’s not just ‘I’m going to go shop and look through a rack,’ or ‘I’m going to sit there for 15 minutes and watch a slightly awkward presentation of models doing something,’ it’s a looser idea of how to experience the brand. And everybody’s looking for something to capture [on social media] to tell their friends about. People want to proselytize.”
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