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- Project
- Date
- Client
- Bringing Fashion to Life
- May 2010
- Vornado Portfolio
MALLS
• Springfield Mall & Manassas Mall, VA
• Monmouth Mall NJ
• Oakdale Mall, Green Acres Mall, Broadway Mall & Kings Plaza Shopping Center, NY
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.
A single and powerful campaign concept and creative execution was adapted and applied to seven malls across three states, ranging in size from 800 thousand to 2 million square feet GLA.
This multiple mall approach created economies of scale that allowed 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.
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!
‘The fashion event at Green Acres was perhaps our busiest day ever - so we rushed to open the new store at Kings Plaza in time for event the week after.‘
- Co-owner at Fashion to Figure, Kings Plaza
‘We sold out of the outfit our model was wearing in our store window – twice!’
- Store Manager, New York & Company, Green Acres Mall