PERTH: Garden City shopping centre has abandoned its usual fashion catwalk shows in favour of a new summer marketing initiative.
Marketing manager for the AMP Capital-owned shopping centre, Clare Riley, revealed her team was in the midst of unveiling in-centre 'fashion pods' to promote each and every one of Garden City's fashion tenants.
“This is a new initiative for Garden City,” Riley explained. “We have previously run fashion shows in the centre but wanted to try something a little different this year that would offer exposure to all fashion retailers and allowed the shopper more browsing time.”
The fashion pods will feature new labels every week as well as promote summer trends. Brands partaking in the initiative include Blue Illusion, Intangible, Flower and Villains.
The installations are part of AMP Capital Shopping Centres' national marketing campaign, 'Go Summer', designed to promote each centre's entire retail offer.
“Each centre then 'gets creative' and tailors the campaign to its own shoppers. We know the Garden City shopper loves fashion, so our focus has been summer fashion,” Riley said.
The fashion pods will be complemented by a summer catalogue, a television commercial, a spring racing-themed garden party and in-centre posters.
The campaign will run until the end of October.
AMP Capital Shopping Centres operates retail sites across Australia and New Zealand.