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
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