Marketing Trendz Volume 19 October Edition 2015 | Page 18

marketing briefs

RETAIL EXHIBITION
AT AVENTURA MALL
When your tenants design and curate their shops like art galleries, they’re
worth celebrating. That’s what Florida’s Aventura Mall is doing online. It
created a Retail Gallery tab on its website purely as a visual hook. Nearly
100 boutiques are featured there to entice brand-conscious shoppers to
pop into the high-end mall’s Burberry, Louis Vuitton, Oakley, or whichever
shop catches their eye. There is no information provided in that section and
clicking on the thumbnail shots only enlarges the images. If you want details
like store locations and phone numbers, then you’ll have to click on the
website’s Directory tab. A little odd, perhaps, but a testimony to Aventura Mall
marketers’ belief that images of boutiques with alluring visual merchandising
can be just as effective as fashion lookbooks in generating shopper traffic.

THE NEWSMAKER:

MALL OF AMERICA
The Mall of America (MOA) is out to make fashion reporters’ job easier,
and keep its own brand in the news. The Bloomington mega-center puts
two style trend experts at the media’s disposal: Sara Rogers, an industry
veteran and TV host; and Christopher Straub, an apparel, accessories and
home décor designer known for his appearance on Project Runway. MOA’s
PR department will help connect reporters and fashion editors with Rogers
and Straub, as well as provide the background research and merchandise for
all interviews, not to mention book models for fashion showcases. That’s
one way to make the headlines.
The Trendz Twist:
Expand your roster of experts to cover fields other than fashion.
One of your restaurant chefs might be interested in speaking on
culinary trends in your center’s community, athletic center staff
could cover health and fitness, while a bookstore manager could be
the perfect source for tips on good reads. When you think about it,
shopping center retailers provide goods and services that touch on
most aspects of consumers’ lives so you should have little trouble
putting together a group of experts who will be competent and
eager to share their knowledge.

FASHION OUTLETS PUSH
GIFT CARDS
Black Friday is around the corner, but the Fashion Outlets of Niagara Falls
USA are already driving holiday shopping hard. October 16 through 22,
the center is waiving the fees on Mall Visa Gift Card purchases of $100 or
more. To qualify for the $3.95 per card discount, shoppers have to visit
the mall to buy cards with a minimum value of $100 each, and the
Fashion Outlets set a daily cap at five gift cards per customer.
The no-fee promotion might bring out a few more shoppers to discover
the center’s expansion wing, which houses popular brands such as
Forever 21, Kenneth Cole, Swarovski, and White House | Black Market.
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