MARKETING
EVENT OR SALES PROMOTION
EVENT OR SALES PROMOTION
SILVER
GOLD
Centres 150,001 to 400,000 sq. ft.
of total retail space
Centres 150,001 to 400,000 sq. ft.
of total retail space
In My Wardrobe
Complexe Les Ailes
Montréal, Québec
Les Enfants Terribles
Place Montréal Trust
Montréal, Québec
Owner/Management Company:
Ivanhoé Cambridge Inc.
Owner/Management Company:
Ivanhoé Cambridge Inc.
To regain the loyalty of upscale fashionistas, and
stimulate early ladies fashion category sales,
Complexe Les Ailes shopping centre, located in
downtown Montréal, created a three-event series in
which popular Québec-based actresses shared their
fashion secrets on stage with fashion personality
Geneviève Borne. While providing an innovative
method of showcasing early fall fashion trends, this
up-close-and-personal access to Québec’s fashion
elite catapulted CLA into the limelight, driving 6+
minutes of TV coverage, 4 full-colour newspaper
pages and 9 online articles. Mall sales rose 6.9%
in July and 5.14% in August and Ladies Fashion
category sales exploded: July +30%, August +35%.
In Spring 2015, Place Montréal Trust introduced, “Les
Enfants Terribles”, an innovative fashion series aimed
at distinguishing itself from its competitors, garnering
media attention and growing digital engagement.
Through a series of pop-up installations, well-known
artists and designers would transform ordinary
fashion staples into extraordinary creations, live on
stage in front of the media, VIPs and shoppers. The
first guest artist was renowned fashion designer,
Denis Gagnon. The event gained notoriety in print,
TV and online, earning 13,241,636 media impressions.
Through client interaction, Twitter, Pinterest and
Facebook grew; March sales rose 8% and Women’s
apparel 13%.
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