Marketing Trendz Volume 22 July/August Edition 2017

M ARKETING TRENDZ V O LU M E 2 2 J U LY/A U G U S T E D I T I O N 2 0 1 7 A MATTER OF STYLE Together Yorkdale Shopping Centre and FashionCAN rack up fashion brands and sales Having already established premiere shopping status with the launch of its The Centre of Style SS17 campaign in late 2016, Yorkdale Shopping Centre (Toronto, Canada) confirmed that there is no sharing in the style department. Described as staking its claim, one of the country’s leading fashion destinations continues to shine a light on its favorite luxury labels and brand arrivals. Further positioning Yorkdale as a global leader in fine fashion and fostering innovation, The Centre of Style brings to life a strategic foundation and full wing expansion. With plans in place to heighten top-of-mind awareness of its collection and increase overall sales, Yorkdale directs attention to its growing exclusive line-up. At the core of the campaign’s marketing strategy: experimenting with the creative balance between fashion and film. Understanding the need for engaging digital media content, first on Yorkdale’s to-do list is exploring different approaches to marketing and creating high quality content. Teaming up with acclaimed cinematographer, Amir Saeldani, (whose working credits include Vogue and Harper’s Bazaar) to produce a video- based campaign, the one-of-a- kind venue played with fashion- forward angles and snaps. “In an inventive twist, Saeldani shot the campaign on high-definition 6K. [It is] a concept that lends cinema-quality to video and creates the flexibility of using stills from footage to produce multi-faceted, multi-channel advertising for both digital and print media,” stated Lucia Connor, marketing director. In addition to featuring the season’s hottest trends and have-to-haves from luxury brands like Versace, Mulberry, Simon's Social Buzz page 2 Student-Shopper Program at Sunshine Plaza page 9 Orlando United Day page 10 Marquee Moments for Arrowhead Towne Center page 12 Olympia Olomouc Pumps Up the Crowd page 16 Webmasters page 20 Missed an issue? Visit Continued on page 4… FOR SHOPPI NG C E N T E R PROF E SSIONA L S