TopShop leverages postcards to promote summer line

In promotion of its summer clothing lines, UK-based fashion retailer Topshop will be leveraging the power of direct mail to target its consumers. The brand is taking a unique spin on a typical postcard campaign with its "Create Your Own Postcard" stand at a number of its UK locations.

Visitors to one of four stores during the promotion period will be able to design a custom "Wish You Were At Topshop" postcard. Consumers will receive a styling and makeup application session and will have their photo taken using the iPad 2 against a themed background. They will then be able to digitally edit the image using Instagram to create a unique look.

Consumers will also be able to enter to win a $1,000 shopping spree with the store by liking it on Facebook.

"Topshop is proud to be the first in the industry to work with Instagram, giving customers a fun instore experience and a postcard they can keep forever," the brand said in a statement.

Launching a postcard campaign is an inexpensive way for brands to target consumers directly, compared to the costs of printing a catalogue.