Friday, September 2, 2011
New hit on haredi street: Wig leasing
Chain of stores offers ultra-Orthodox women to rent wig at monthly payment. Service includes regular maintenance, replacement once a year
An Israeli wig chain has realized that the war on haredi women’s pockets passes through their head. That chain recently launched a new campaign for the sector’s women: Wig leasing.
Iris Elkayam, marketing manager at Galit Italia, explains: “From now on, just like with a car, a woman will be able to pick up a new through the leasing method and enjoy different designs and full service for a monthly fee of NIS 270 shekels (about $75).
“After a while, she may decide whether to buy that particular wig or use the same method on a different one.”
According to Elkayam, during the leasing period the customers will be offered free hairstyling services at the chain’s salons.
The idea behind the campaign is to allow haredi women to try out different wigs before purchasing a permanent one, which could cost up to NIS 10,000 ($2,770).
Another reason for the campaign, Elkayam says, is men’s fear of purchasing a wig. “Wigs today cost around NIS 6,000, which means that women cannot renew their wigs for years due to the high prices. The leasing method allows them to replace their wig once a year, and includes the wig’s regular monthly treatments,” she says.
According to the chain’s workers, a great amount of interest has been recorded on the part of men, who call to inquire on the campaign’s details. “Our goal was to connect the men to the purchase, so that they know they are not paying for everything at once, and in this case we managed to alleviate their fears,” says Elkayam.