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A multiple mall approach allowed Spirit to create economies of scale that enabled us to produce fashion shows and living mannequins performances in retailer windows at all seven malls. Without our coordinated approach, several malls would not have had the resources to offer this scale of event on their own.
In addition to a high-energy catwalk show featuring retailer fashions, we used our professional models as ‘living mannequins’ in store windows after the show. This drove foot traffic directly to participating retailers and transformed the traditional mall fashion show into a unique and interactive shopping day for the whole family. Enter-to-win contests added significantly to our shopper databases, and walkabout entertainment brought unprecedented festivities to the day.
Our intensive liaison with mall retailers generated very strong store participation and appreciation, with constant updates, support and contact. After the event, many retailers that chose not to participate made us promise that they would be included next time around!