VOLUME 20 OCTOBER /NOVEMBER EDITION 2016
SIMON SAYS:
TURN BACK THE CLOCK TO UPDATE
YOUR CLOSET
Global shopping center developer draws on memorable fashion throwbacks to
connect past and present
Just a couple of months ago, families
across America were facing the
inevitable: back-to-school shopping.
Moms breathed a silent sigh of relief,
kids prepared to return to routine,
and retailers started competing for
top honors in deciding on outfit of
the day.
Fact: shoppers spend more on
Back to School than Valentine’s Day,
Easter, Mother’s Day, and Father’s Day
combined. With this in mind, Simon’s
“Find Your Style” campaign worked
double duty targeting both parents
and kids, as both age groups influence
buying decisions heading into fall.
“Our campaign speaks to Mom by
tapping into the nostalgic feelings and
memories she has about going back
to school herself, and speaks to kids
by breaking down the season’s style
trends (90’s Nostalgia, Off Beat and
Modern Utility), which are inspired
by mom’s era,” explained Lee Sterling,
Simon’s brand management VP.
Central to the campaign, a video
that played on the nostalgia theme
and featured a handful of moms
showing off their once oh-so-cool
school looks to the surprise of their
children. There were questions to
be answered, so many questions.
Humorous and timely for all, both
generations could be seen bringing it
back: Back to School. Back to Simon.
By sharing old school photos, kids got
a snapshot into mom’s past, a lesson
in who she was, which group she was
part of and what style she rocked (or
at least tried to). They were reminded
that, just like them, those growing up
in earlier years experienced changing
trends, the pressure to fit in, and an
exploration in personal style, too.
The divide in target demographic
resulted in the need to implement
separate marketing strategies for the
more than 200 participating centers.
Approaching each age group through
different yet fitting means, Simon’s
paid media campaign was directed
at moms while its in-center campaign
Early Bird Fitness
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Pattern Migration at
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Swansea Mall's First
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Fashionable Kindness
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LOV'EM Campaign
Blossoms at Ayala
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Webmasters
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