Marketing Trendz Volume 22 July/August Edition 2017 - Page 5

cover story encouraged runway-to-retail buying, and embraced a greater international market. As a main component of the campaign, the first FashionCAN featured a series of static presentations and runway shows, and served as a much-needed replacement. “In July 2016, Toronto was rocked by the cancellation of Toronto Fashion Week, leaving designers without a platform to showcase their SS17 collections. Yorkdale seized the opportunity to help Canada’s fashion industry and created FashionCAN, a two-day event that showcased 16 designers in its yet-to-be-unveiled expansion, compounding the news value of both events—the fashion showcase and 300,000sq. ft. expansion opening. Always the game-changer, Yorkdale developed a retail pop-up so designers could capitalize on the ‘see now, buy now’ trend and deliver on the consumer disconnect of past fashion weeks,” Connor explained. As a result of executing a super- sized event with a tight timeline and total ad value of over $1.3 million, Yorkdale achieved double duty: raising its profile and that of the designers involved, and building key relationships with industry experts and shoppers. Click on the window above in our digital edition to view this teaser on BOSS at Harry Rosen. PAGE : 5