Fashion | PlaceWise Media

Round-Up: Project Style Live Style-Off Competition

October 3, 2011 By VickiRousseau

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Didn’t get enough Project Style? Check out this photo album from our various Live Style Off competitions from centers around the country.

The Winner from Boulevard Mall

Contestants from The Charleston Town Center

Meya Top Trendsetter Winner

The Contestants from Galleria at Sunset

Check out the Project Style Contestants from Promenade Temecula

Straight from the Runway at Antelope Valley Mall

Here is the Project Style Winner from Promenade Temecula

Author Profile: Vicki Rousseau is PlaceWise’s Director of Promotions vicki.rousseau@placewise.com | 702.421.3973

Another Successful Year of Project Style – 2011 Winners

September 27, 2011 By VickiRousseau

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Our ultimate style competition, Project Style, wrapped up another successful year in its continuing search for the Top Trendsetter! With the voting rounds ending as the fall kicked off, our centers were all focused on hosting their Style Offs to select their Top Trendsetter. What better way to find a budding new stylista, then by tying the Style Off in with Fashion’s Night Out, the one night that is all about fashion and style!

After 5 rounds of competition, each winner was invited back to participate in the Style Off to go head-to-head in a fashion competition that crowned the center’s Top Trendsetter. Each finalist was given a $200 center gift card and 1 hour to create the ensemble that represented their sense of style and fashion. A fashion panel of judges then announced the ultimate winner, who received a $1,000 shopping spree along with the fame and glory of being the Top Trendsetter!

This year, we had some amazing results with Project Style! Over 48,000 votes were cast during the competition. We garnered 12,366 new members to Shoptopia and the contest was viewed over 90,000 times!

Check Out This Year’s Crowned Project Style Winners:

- Antelope Valley Mall: Kimberly Backe

- Boulevard Mall: Koriana Cichocki

- Charleston Town Center: Amelia Edmondson

- Galleria at Sunset: Meya Holmes

- The Mall at Robinson: Jace Lumley

- Orchard Town Center: Shawna Womack

- The The Promenade Bolingbrook: Kristina Parro

- Promenade Temecula: Lexi Lorah

- Southlands Mall: Carly Kvietok

- South Bay Galleria: Nikoleta Panteva

- The Shops at Wiregrass: Felicia Bridgewater

- Short Pump Town Center: Larissa Wisniewski

- Victoria Gardens: Moriah Merkelbac

Here are a few pictures from all the fashion fun at our Style Off events!

Project Style Winner Amelia from Charleston Town Center

Becca the Crowd Favorite from Galleria at Sunset

So until next year – keep being stylish!

Author Profile: Vicki Rousseau is PlaceWise’s Director of Promotions vicki.rousseau@placewise.com | 702.421.3973

Furry Ankles Are in Style?

August 29, 2011 By Alexandra Friedman

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Fur boots are hot this season…And when we say hot, we mean like Snooki hot. Snooki has been sporting fur boots, so now you can actually admit dressing like her. Read more about the trend here.

Angry Birds a Red-Hot Back to School Trend

August 4, 2011 By Alexandra Friedman

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Angry Birds PlaceWise

This year’s back-to-school trend is all about Angry Birds. Yup, we said Angry Birds…You know, that iPhone app where you can take out pigs living in wood houses by flinging some obviously really angry birds at them? Not that I play it all the time or anything.

The #1 selling paid app, Angry Birds, is so popular that it is morphing into reality, as the game has become one of the hottest back-to-school trends out there.

Read the entire article here.

Macy’s Expands Exclusive Brands in Time For Back-to-School

July 20, 2011 By Alexandra Friedman

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Macy’s is getting prepped for the busy back-to-school season by expanding popular lines. Macy’s shoppers will see new goodies such as beauty products under the Madonna Material Girl line, and sportswear under the popular Jessica Simpson line.

Read the entire article here.

Retailers Rush to Offer Women Stylish Fitness Apparel

July 18, 2011 By Alexandra Friedman

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According to to this Los Angeles Times article, working out is no longer an afterthought, it’s a lifestyle. A consumer that is an active-wear shopper is the ideal consumer for retailers because, she is female, concerned with how she looks, youthful, and willing to spend money on lifestyle clothing that make her feel good. The new surge in active-wear attire has made it more acceptable to wear workout attire as street clothes, further boosting sales in this market.

Read the entire and original article here.

Project Style Update

July 5, 2011 By VickiRousseau

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Our search for the most stylish, fashion loving people is in full swing at 13 of our Shoptopia centers! Our MAXI award winning fashion competition, Project Style, is currently gearing up for Round 4 of the competition.

Through the first 3 Rounds, we have racked up approximately 29,000 votes and over 49,000 page views of the contest. In addition, Shoptopia has garnered approximately 7,600 new members through Project Style! Great results and we have 2 rounds to go in our hunt for the Top Trendsetters of 2011!

Here are a few of our finalists that will be competing for the title and the $1,000 shopping spree at their centers.

Vote for your fashion favorite for Round 4 starting July 15th. Good luck to all our contestants!

Aurelia Catland: Boulevard Mall Round 1 Winner

Karla DeLeon – Antelope Valley Mall Round 1 Winner

Victoria Dishner: The Shops at Wiregrass Round 2 Winner

Victoria Dishner – The Shops at Wiregrass Round 2 Winner

Fabian Cabrera – South Bay Galleria Round 2 Winner

Author Profile: Vicki Rousseau is Mallfinder’s Director of Promotions vicki.rousseau@mallfinder.com | 702.421.3973

Project Style Honored with an ICSC MAXI Gold Award for Marketing Excellence

April 26, 2011 By VickiRousseau

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The ultimate fashion competition, Project Style was recently honored with an ICSC MAXI Gold Award for marketing excellence in digital media from the International Council of Shopping Centers. Project Style is a five-round contest in which two (2) fashion trendsetters are selected each month at participating shopping centers to put their sense of style and fashion to the test by creating the ultimate outfit.

Selected trendsetters are given a $150 gift card and the challenge to create the most stylish outfit that represents their personal sense of style and creativity. All purchases must come from their respective shopping center’s retailers, and trendsetters may tie-in one item from their personal closet. A 60-second video and pictures of their creation will be posted on the social shopping site, Shoptopia. Shoptopia members are eligible to vote for their favorite trendsetter during the live voting segment of the online competition.

The winner with the most votes from each round will move on to the Project Style Live Style Off event at the shopping center in September. One winner from each center will be named the Top Trendsetter and receive a $1000 Grand Prize!

This year’s edition of Project Style is also refreshed with a new and improved experience for participants, including a brand new mobile platform giving shoppers the added flexibility of being able to vote from their smart phones. In addition, a new Facebook page promotes the program to thousands of followers on the centers’ Facebook pages.

Author Profile: Vicki Rousseau is Mallfinder’s Director of Promotions vicki.rousseau@mallfinder.com | 702.421.3973

Fashionably Missing Mobile at New York Fashion Week

March 1, 2011 By Greg Hickman

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As New York Fashion Week came and went last month I was hoping to see more brands taking advantage of the mobile channel. There were a few semi-notable fashion-branded campaigns, but none offering the depth of engagement and interaction I was expecting.

The Elle iPad App

During New York Fashion Week, Elle, a fashion magazine read all over the world with 21 million readers, launched and introduced advertisers to their rich video and tap-to-buy ad units for their iPad application. Brands like Burberry and Gucci had the opportunity to offer exclusive fashion video content, tap-to-buy catalogues, and the ability to let users upload their own pictures so that they could try on luxury brand apparel and accessories as seen on the runway.

The Mercedes-Benz Fashion Week Mobile App

Mercedes-Benz Fashion Week partnered with social shopping pioneer, ShopStyle, to update their smartphone application to highlight the Fall 2011 collections. This was the first mobile app partnership for Mercedes Benz Fashion Week, and the goal was to bring fashionistas exclusive content and coverage of the Fall 2011 event. The updated app brought must-have info on schedules, designer profiles, runway photos, coverage and industry news.

Although these two luxury brands were tapping into the innovative fashion demographic more than their potential competitors, they missed the opportunity to truly deepen their engagement with fashionistas world-wide, who were unable to attend New York Fashion Week. Here are some mobile marketing tactics that I would have liked to have seen used during New York Fashion Week:

QR Codes: QR codes on the runway could have offered exclusive videos about the designer and access to behind the scene footage. This would have let viewers connect more with the designer, understand their vision, and feel like a VIP into what the designer experiences during an event.
Text Alerts: Text alerts and updates on fashion and accessories could have offered a mobile auction for items worn on the runway, as well as tips for staying fashionable this fall.
Text Call to Action: Brands could have added text call to actions to the video that was distributed via TV and online, which would could have opened a mobile social experience. Users could have engaged more with the brands on the runway, designers and new fashion trends.
Sweepstakes: Although sweepstakes may sound the opposite of luxury, they are truly powerful in driving participation and excitement. A simple text to win campaign could have given viewers the opportunity to win a makeover or a meet and greet with a particular designer. These programs become viral very fast.

Mobile offers the unique opportunity to get personal with customers. Bringing engaging and exclusive experiences right to the device that customers never leave home without, can create actionable results when done correctly. Designers and brands might have had impressive fashion shows for Fall 2011, but their mobile marketing strategies were fashionably missing.

Author Profile: Greg Hickman is Product Manager of Mobile Solutions greg.hickman@placewise.com | 720-891-4943