No Purchase Necessary

A lingerie store in Augusta, Maine has caused more than a few eyebrows to raise-- the store uses live models in its window display. Yes, you read that correctly- three lingerie-clad women grace the window of a newly-opened store in Maine.

The advertising technique has caused mixed reactions. Some believe that it is distasteful and has actually driven customers with children away from the store. On the other hand, some believe that it is innovative: "It's like a New York thing. It's urban. It's edgy," said Stacy Gervais, owner of Stacy's Hallmark Store and a founder of a downtown merchants group. "We need a shtick _ something that we do that attracts people and gets us remembered."

Now this raises some questions on my part: Does this technique raise the bar in terms of advertising? Can we expect other stores to follow in this boutique's footsteps? Will money that used to go into print advertising and displays now go into hiring live models?