Delia's Offers Prizes to Busy Girls

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Delia's Spring Break catalog, which dropped this month, offers teenage girls some organization for their hectic lives -- in exchange for what they want to do during spring break. Delia's Inc., New York, will randomly select 25 girls from those who enter the online contest, and award them with a VTech Helio personal digital assistant in one of eight colors.


The Generation Y catalog, which offers 10- to 24-year-old girls and young women apparel ranging from swimsuits to prom dresses, was sent to 3.4 million customers and prospects in its database, according to Ingrid Eberly, promotions manager at Delia's. The contest's order form directs customers to its Web site, www.delias.com, to fill out a survey which can be submitted online or mailed to the company's downtown Manhattan headquarters, asking for their name, e-mail address and top three things they want to do during spring break, "even if Priority 1 is hanging out!"


"Our main interest is bringing new and interesting partnerships to our customer and adding even more excitement to the Delia's brand," said Estelle Demuesy, executive vice president and director of catalogs at Delia's.


Even though Delia's customers may seem young for this type of product, Larry Stone, U.S. general manager at VTech Informations Ltd., Beaverton, OR, said that the company targets females under 22 for the personal assistant. Eberly said it's "a great match, offering "scheduling, phone book, to do list and calculator in a variety of colors."


"VTech's Helio was a fun novelty product that we thought would be an exciting prize to offer our smart, progressive, busy customers, many of whom are students," she added.


The cataloger, which sends more than 4 million catalogs per year, has no specific plans in terms of how it will use the information it collects from its customers, according to Demuesy, but "the more we know about our customers, the better we can target them with product offerings that appeal to their interests."


Delia's declined to offer how many girls had entered the contest, which ends April 21.


Delia's is also using its print book to promote an online Spring Cleaning Contest, awarding five girls each a $100 gift certificate for telling the youth cataloger what clothes in their closet they'd "ditch."
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