# Skivvy Shopping Sprees 'Desigual' Offers Free Clothes to Shoppers in Their Undies By Michael Hines | Published 2011-01-07 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/desigual References: [tinyurl](http://tinyurl.com/33tmeuq) Spanish clothing brand 'Desigual' recently held a sale designed to get shoppers into their stores wearing nothing but their underwear. Desigual rewarded the first 100 shoppers [wearing their underwear](https://www.trendhunter.com/trends/skims-store) with free clothes. People reportedly lined up outside of Desigual stores at 3pm *the day before* they opened. While only the first 100 shoppers were rewarded with free clothes, Desigual decided to give all who participated a [50 percent discount](https://www.trendhunter.com/trends/shein-black-friday) on all items in the store. Where was I for this? ## Trend Insights (Trend Hunter) - Score: 4.6/10 - Popularity: 49% | Activity: 81% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Publicity Stunts](https://www.trendhunter.com/publicitystunts) ## Key Themes ### What's Driving This Trend - **Naked Retail:** Opportunity for other clothing brands to hold unique sales or events in which shoppers must be in their underwear to participate. - **Extreme Shopping Experiences:** A potential trend of offering unconventional shopping experiences to attract consumers and create buzz. - **Social Media Stunts:** Brands may use similar stunts to the Desigual sale to generate social media attention and engage with a younger audience. ### Who This Affects Most - **Fashion Retail:** Clothing brands could create unique in-store experiences to attract consumers and boost sales. - **Social Media Marketing:** Companies could incorporate viral marketing tactics to increase social media engagement. - **Event Planning:** Planning and executing unconventional events could be a new market for event planning agencies. ## Related on Trend Hunter - [In-Store Swap Shops](https://www.trendhunter.com/trends/primark-swap-shop.md) - [Athletic Apparel Interactive Billboards](https://www.trendhunter.com/trends/shoplift-campaign.md) - [Branded Laundry Outfit Giveaways](https://www.trendhunter.com/trends/laundry-suit.md) - [Hypermarket Sleepover Experiences](https://www.trendhunter.com/trends/carrenight.md) - [Dirty-Resembling Luxe Undergarments](https://www.trendhunter.com/trends/dirty-willy-underwear.md) - [Tongue-in-Cheek Underwear Ranges](https://www.trendhunter.com/trends/debute-x-stripe-stare.md) - [Brand Refresh Preview Events](https://www.trendhunter.com/trends/cheap-monday-event.md) - [Apparel-Themed Pop-Up Cafes](https://www.trendhunter.com/trends/uniqlo-6.md) - [Modern Denim Pop-Up Shops](https://www.trendhunter.com/trends/urban-outfitters-2.md)