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 …
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