Marketing Trendz Sample: Volume 19 October Edition 2015

VOLUME 19 OCTOBER EDITION 2015
Scentre Group , Westfield Court Sassy " My Style " Generation with
" Today , I Am " Fashion Campaign
Style ambassadors Kelly Osbourne and Lara Worthington front the Scentre Group ' s spring / summer campaign for Westfield malls in Australia and New Zealand
There are two established camps in fashion marketing : those who defer to style experts ’ guidelines and those who believe that everyday customers know best what ’ s in and what ’ s out .
The Scentre Group recently created its own faction with the “ Today , I am ” spring / summer campaign for Westfield malls in Australia and New Zealand . Its story-branding premise is that style is not so much about expertise , but about self-expression , regardless of who you are .
Westfield style ambassadors Kelly Osbourne and Lara Worthington make the case through a series of short personal video narratives that promote self-acceptance and self-indulgence in fashion that represents how they feel and what they ’ re experiencing on any given day . That , in turn , inspired seven Westfield-curated collections that complete the phrase , “ Today , I am …”: Fearless , Free Spirited , Natural , Nocturnal , Nostalgic , Rebellious
( for the men ’ s collection ), and Relaxed . From there , Westfield was able to make an easy connection to Westfield . com . au , its searchable mall featuring more than 220,000 products from well-known brands alongside editorial spreads that include articles , photographs , and videos that brands have contributed .
David Jones is among those brands championing self-expression through fashion . Titled “ David Jones : It ’ s in You ”, its piece introduces the label ’ s own seasonal campaign with inserted videos that celebrate human traits like Confidence , Courage , Power , and Swagger . Label SABA , meanwhile , focuses on its urban Melbourne roots and vibe . All of their promoted looks are linked to product pages that let shoppers know where to find them ,
UGG Pops Up in San Francisco
page 3
Mapleview Muse
page 6
# FashionSanta
page 12
Fashion Goes Digital
page 16
Malls Fight Bullying
page 20
Anthropologie ' s Offline / Online Plan
page 21
Continued on page 4 …
Missed an issue ? Visit www . MarketingTrendz . net

FOR SHOPPING CENTER PROFESSIONALS

VOLUME 19 OCTOBER EDITION 2015 Scentre Group, Westfield Court Sassy "My Style" Generation with "Today, I Am" Fashion Campaign Style ambassadors Kelly Osbourne and Lara Worthington front the Scentre Group's spring/summer campaign for Westfield malls in Australia and New Zealand There are two established camps in fashion marketing: those who defer to style experts’ guidelines and those who believe that everyday customers know best what’s in and what’s out. The Scentre Group recently created its own faction with the “Today, I am” spring/summer campaign for Westfield malls in Australia and New Zealand. Its story-branding premise is that style is not so much about expertise, but about self-expression, regardless of who you are. Westfield style ambassadors Kelly Osbourne and Lara Worthington make the case through a series of short personal video narratives that promote self-acceptance and self-indulgence in fashion that represents how they feel and what they’re experiencing on any given day. That, in turn, inspired seven Westfield-curated collections that complete the phrase, “Today, I am…”: Fearless, Free Spirited, Natural, Nocturnal, Nostalgic, Rebellious (for the men’s collection), and Relaxed. From there, Westfield was able to make an easy connection to Westfield.com.au, its searchable mall featuring more than 220,000 products from well-known brands alongside editorial spreads that include articles, photographs, and videos that brands have contributed. David Jones is among those brands championing self-expression through fashion. Titled “David Jones: It’s in You”, its piece introduces the label’s own seasonal campaign with inserted videos that celebrate human traits like Confidence, Courage, Power, and Swagger. Label SABA, meanwhile, focuses on its urban Melbourne roots and vibe. All of their promoted looks are linked to product pages that let shoppers know where to find them, Continued on page 4… UGG Pops Up in San Francisco page 3 Mapleview Muse page 6 #FashionSanta page 12 Fashion Goes Digital page 16 Malls Fight Bullying page 20 Anthropologie's Offline/Online Plan page 21 Missed an issue? Visit www.MarketingTrendz.net FOR SHOPPI NG C E N T E R PROF E SSIONA L S