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INTU GROUP CAMPAIGN
SHOWS THAT THE COLOR OF THE YEAR MIGHT BE
OVERRATED
Instagram printers and handbag giveaways among UK developer ’ s tactics to lure shoppers into the mall
Fashionistas see themselves as trendsetters , not followers . The Intu Group is therefore celebrating what they want , and frankly already have : the power to choose what ’ s in and what ’ s out this season . The UK developer has
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launched a “ Let Your True Colours Shine ” campaign that combines cooperative visual branding with fashion sales promotions , live shows and lots of giveaways . The marketing message to shoppers is this : spring is a time for renewal , and that includes refreshing one ’ s wardrobe .
Intu ’ s Trafford Center , Merry Hill , Derby , Watford , Milton Keynes and Nottingham properties stayed clear of anything traditional to present their retailers ’ spring and summer lines . They hosted fashion shows with playful features and formats , such as having models dancing on and around a swiveling stage . The Potteries , one of the group ’ s smaller centers , hosted retail event specialist Maynineteen ’ s Hock-A-Handbag fashion game . It was just like a Hook-A-Duck game ,
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only shoppers were trying to catch a trendy handbag .
Intu took the same lighthearted approach online , keeping things spontaneous as it invited people to interact and share images of their retail finds and interpretations of the new seasonal styles on social media . The developer ’ s marketers welcomed all that online engagement , but not to the point of allowing it to work against their goal of building traffic and encouraging sales at the malls . To blend the two online / offline worlds , some Intu centers installed Instagram printers so that shoppers would be compelled to go to the mall to have a little bit of fun posing for pictures to enter to win a prize package .
For Katie Combs , director of Manchester-based Maynineteen , that
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