VOL 16 NUMBERS 1&2 JANUARY/FEBRUARY 2012
Attention Subscribers!
With our new Enhanced Digital Edition, you now
have access to extended content online.
Look for these icons throughout the pages of Trendz:
video
website
audio
Click on the icon to get even more marketing
ideas in every digital edition through links
to mall and retailer websites, videos
and/or audio files.
So go ahead, click through
to the Web and get the full
marketing picture.
THE WILD
ONES
“One elevator, two strangers, three
colorful adventures.” That sounds like
a snippet from a movie trailer, and in
a way it is. Canada’s Rockland Centre
picked that phrase for the second
phase of its branding campaign,
one that debuted this past fall in an
attempt to increase customer loyalty. After having raised its profile
by collaborating with two popular
fashion bloggers last spring (see
details on page 8), Rockland Centre
released a series of three experiential
videos exclusively online to present
the season’s style trends and position
The Payless Mall
Amidst a climate of austerity, Rockland Centre has deliberately shunned the safe
marketing route, preferring to step out of reality to take its shoppers on fantastical
fashion adventures in a campaign that made the most of digital tools.
page 3
A Family App
page 9
the mall as a fashion authority in a
market full of discerning shoppers.
Rockland’s trade area comprises
the wealthiest residential neighborhoods in the City of Montreal: the
Town of Mount Royal (where the
mall is located), Outremont and
Westmount. There, the average
household income of $168k is much
higher than the provincial average of
$67k and within this pool of consumers, Rockland targeted a specific
profile: married women who were
between the ages of 25 and 54, and
had children.
“This discriminating consumer
has disposable income to indulge her
taste for unique fashion styles and
enjoys Rockland’s complete shopping
experience—the city’s best selection
of upscale retailers, attentive service
and convenience, unique offerings
and amenities,” explained marketing director Stéphanie-Alexandra
Chartier.
“With an impressive 96 percent
rating, Rockland enjoys higher brand
awareness than any other shopping
center in the city. The [biggest] threat
to its upscale fashion status comes
Gifting Gets Social
page 17
The New JCPenney
page 18
Webmasters
page 21
Supplier Listings
page 23
Missed an issue? Visit
www.MarketingTrendz.net
Continued on page 4…
FOR SHOPPI NG C E N T E R PROF E SSIONA L S