Melbourne centre launches fashion hunt campaign

fashion huntMelbourne’s Highpoint Shopping Centre is launching a fashion-based activation involving major retailers to drive engagement with its local community.

Part of a fashion hunt campaign major involving retailers David Jones, Topshop, Superglue, Kookai and Seed, customers will be handed a fashion map, clues and exclusive offers and gifts with purchases.

A custom-built fashion ‘camp’ will be the starting line and feature a tent that participants can also relax in. A limited-edition tote bag designed by Melbourne-based artist Esther Olsson will also be offer to the first 50 shoppers to complete the hunt.

Katya Abramzon, senior marketing manager of Highpoint Shopping Centre told Inside Retail that shopping centres need to find new ways of engaging consumers.

“Centres need to develop tailored and targeted strategies to engage with customers and move away from a ‘one experience fits all’ approach,” she said.

“Consumer facing campaigns like the fashion hunt should consider what adds value to customers’ shopping journey – is it incentives, personalised experiences or a sense of discovery?”

Abramzon said that centre management works closely retailers to understand what drives the productivity of their businesses.

“In the current landscape the retailers that are flourishing have been quick to adapt and experiment,” she said.

“This collaborative approach has resulted in some of our most successful campaigns to date”.

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