MARKETING
EVENT OR SALES PROMOTION
EVENT OR SALES PROMOTION
GOLD
SILVER
Mixed Use
Joint Centre
A Fashion Rendez-vous at Place Ville Marie
Galerie Place Ville Marie
Montréal, Québec
Fashion Week Around the World
Medicine Hat Mall and
Park Place Shopping Centre
Alberta
Owner/Management Company:
Ivanhoé Cambridge Inc.
Faced with steadily declining sales, Place Ville Marie
introduced a strategic fashion program in early
2014 to stimulate fashion category sales. Targeting
PVM’s coveted office clientele and executed
seasonally, Fashion Rendez-vous showcased fashions
from centre retailers, combined “insider” style
presentations, mini runway shows and one-on-one
consultations with experienced stylists. Contests and
swag bags added to the experience and seasonal
gift card incentives drove $286,900 in trackable
sales. 95% of fashion category retailers actively
participated: 2014 fashion category sales: 3%, mall
sales: +2.93%, a substantial increase given the two
previous year’s negative growth.
Management Company:
Primaris Management Inc.
For the first time, Park Place and Medicine Hat malls
partnered to leverage budget by executing the same
marketing plan and creative concepts. Since both
malls have a large number of apparel stores, the
campaign targeted shoppers who love fashion. With
this direction in mind, the Fashion Week campaign
was launched! Each mall would award one trip for
two to the fashion capitals of the world for four lucky
shoppers. Contest entry with purchase incentivized
shoppers to spend money and the campaign
created sustained interest! 9,374 contest entries
were received and $937,400 in sales was generated
through the strategic partnership!
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