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Pandemic Rebound? First Start with a Clean Slate
St. George's freshened up its brand before reconnecting with shoppers whose habits COVID altered.
On a given day, somewhere in the world:
Zoe says, “Ooh, I love that little clutch you were wearing yesterday. Where did you get it?”
“Thanks, it’s a Gucci,” Gabrielle answers. “I got it during that flash sale a couple of months ago.”
This casual exchange could occur between a couple of women catching up during a weekday lunch break, or it could be snippets of a conversation that 12-year-olds are having about their last gaming session on Roblox. The platform that enables a global community of developers to deliver immersive 3D experiences is a popular hangout for Gen Zers. Back in May, it featured a pop-up make-believe Gucci garden created solely for product placement purposes and where young gamers could view, win, and, in some cases, buy limited-edition collectible accessories for their avatars to wear online, with prices ranging from US$1.20 to US$9. How many kids would spend their allowance money on such items? Plenty of them, according to Christina Wootton, VP of brand partnerships at Roblox.
“[Gen Zers], they sometimes see virtual products as more valuable than physical products,” she explained in a recent interview following the Gucci marketing collaboration.
“We are definitely seeing that on Roblox, where it is all about storytelling and self-expression.”
The Gucci Garden Experience was only open for two weeks yet it was reportedly long enough for more than 4.5 million items to be “won.” For marketers whose businesses have suffered as of late because they haven’t been able to bridge the consumer generation gap, a metaverse that brings together VR, AR, and the web to allow users to interact with one another and role-play might offer some promising solutions. Not all brands will necessarily sell a lot of virtual product in such environments, but they’ll certainly gain a greater understanding of what’s appealing to Gen Zers, data that can later be used to inform decisions relating to physical merchandise and real-life destinations. The producers of “In the Heights,” this year’s big-screen blockbuster musical, saw that potential and opened the doors to their virtual world on Roblox this past June 4 through 20.
Roblox is just one of a few marketing avenues that Gucci is considering. It also partnered with Zepeto, the app and social media platform, to allow users to turn their selfies into 3D animated avatars and then dress themselves in Gucci collection pieces through in-app purchases before exploring a virtual branded villa. Another partnership was with Wildlife, maker of the Tennis Clash mobile game, with players entering virtual Gucci Open Tournaments and shopping for real-life outfits that mirror those they saw on the screen.
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Roblox has seen eight million developers create 20 million experiences on its platform, generating 30.6 billion hours of player engagement since 2008. Users gain access to different worlds on the platform via App Store, Google Play, Amazon devices, Xbox One, Microsoft PC, Oculus Rift, and HTC Vive.
The Trendz Twist: If your shopping center doesn’t have a shoppable website, you can still use VR and AR environments to enhance its brand story. Collaborate with tenants to develop rich experiences such as AR fashion design activities using merchandise that on-site stores sell, F&B pairing games, and VR special events that VIP shoppers’ avatars can attend and then recap on social media.
Capilano Mall might provide an exception to the marketing rule that you shouldn’t try to be everything to everybody. The North Vancouver (Canada) shopping center is very much a community destination that works just as well for families wanting a midday snack break as it does for DIYers scouring the Walmart shelves in search of tidbits to spruce up their home offices. “This & That” is the positioning statement that incapsulates the center’s branding strategy and it transfers well to visual communication with the property’s now-signature juxtaposition of images that represent different retail categories: A plate of gyozas and a set of headphones, a cool chair and a new hot-red lipstick, a blue telephone, and some funky sunglasses—you get the picture. Now the center is applying that same “we cater to all” philosophy with the brand new This & That Podcast.
Vancouver-based TV host and producer, Fiona Forbes is behind the mic for the quarterly lifestyle program whose topics will range from stylish finds and good eats to health and wellness, with the underlying goal to promote the center’s tenant stores and service providers. Educational and entertaining is what Capilano Mall hopes that listeners will think of the podcast that will feature Forbes’ interviews with local influencers and experts, beginning with nutritionist, Karlene Karst. In this inaugural episode that highlights tenant Kin’s Farm Market, Karst is said to debunk common nutrition myths and share some healthy advice.
The This & That Podcast is accessible for free at capilanomall.com/podcast and through Apple Podcasts, Google Podcasts, and Spotify.
Launched in 2018, Rouse Hill Town Centre’s Entertainment Bundle aims to support the Aussie destination’s retailers and offer shoppers the best value for a full on-site experience. From parking passes and coffee orders to movie tickets and meal vouchers, the bundle is simply a ticket to a whole day of fun for a fraction of the total cost. Available to purchase: The Kids Pass (15 years and under) for A$20 (US$15) and Adult Pass for A$25 (US$19)—the discount is worth the small online effort.
As easy as one, two, three, purchase the package on Rouse Hill’s website, present the ticket at the mall’s Information Center, and receive the bundle in order to join in the fun. Also available online, this year’s feature menu to browse pre-visit as well as terms and conditions of purchase. The ongoing promotion is valid for use at select retailers until November 30 and does not need to be used all in one day. As a cost-effective form of entertainment, the bundle is regularly used for birthday parties, date nights, and general family and friend fun.
Conceptualized as a way to drive cross-shop and upsell its entertainment customers to other retailers and categories in-center with the supporting “BUNDLE your fun and save” tagline, the promotion not only increases single spend but also offers exceptional value to Rouse Hill’s consumer base.
“Having the opportunity to visit multiple venues with a meal included at a capped price is very appealing to our value-driven trade area [shoppers],” explained Stephanie Kedicioglu, the center’s marketing manager.
Since the inception of the bundle, focusing specifically on its entertainment and food catering options, the mall has set an annual goal of the number of bundles to be sold. Using this target and information, Rouse Hill continues to tweak its digital campaign to ensure maximum reach and conversion. The marketing manager shared that, through its digital strategy, the center targeted its MTA consumers using center-owned channels (i.e., EDM database and website), social media channels (targeted and boosted ads via Facebook), and Google Display ads.
As a response to the devastating impact of COVID-19 on the local arts community, Hudson Pacific Properties (HPP) partnered with Macerich to give more than US$650,000 to artists in Los Angeles through the Vibrant Cities Arts Grant. Designed to support individual artists and arts organizations to either recoup lost funds from canceled programs or support ongoing artistic endeavors, the grant recognizes that artists, influencers, and creators are an essential part of the city’s vibrant culture. The funds are directly associated with the One Westside project, a joint venture between the real estate investment company and leading owner, operator, and developer of retail properties, which is converting the former Westside Pavilion mall into Google’s newest Los Angeles campus.
Described by Chris Pearson, Development VP, Planning & Government Affairs, HPP, as a financial lifeline to a wide range of artists, the program’s specific focus is on supporting people of color, female, and LGBTQ+ creators. Additionally, special consideration will be extended to those presenting work on social justice issues, civil rights, and the environment.
“[Hudson Pacific Properties is committed to creating and cultivating communities that champion diversity and inclusivity and afford the opportunity for everyone to succeed. We have decided to give special consideration to minority groups in order to uplift communities and voices that are often underrepresented. Los Angeles represents a fusion of different cultures and perspectives. We believe that it is critical to support artists and organizations that embody the diversity that makes our city so unique],” he explained.
The partners reached out to LeBasse Projects, an international arts and culture consulting firm, to help manage and promote this community initiative. Specializing in public art programming, cultural placemaking, and urban design, the firm collaborates with artists and clients to develop and execute festivals, performances, immersive activations, and experiential installations. With a nominal budget available, the team carried out a grassroots marketing strategy that included digital, social, newsletter advertising, and word of mouth. In addition to releasing a press release, HHP and Macerich pitched select local artists, groups, organizations, and arts-focused media to generate awareness. With more than 800 applications submitted in ten days, the public response demonstrated the importance and need of such grants and initiatives during the ongoing COVID pandemic.
At first glance, Goodfight’s homepage reads like a magazine. As if flipping the pages of print or swiping a digital one, its page automatically moves in a horizontal direction (R-L) showing diverse faces, non-traditional hairstyles, androgynous looks, simple scenes, as well as switching from urban to nature feels. Located in the bottom right corner is a pair of square-shaped little icons that allow the visitor to swap from full page to long line (or a conveyor belt design) of all the same photos. With each snapshot serving as a link, the visitor has the option to check out lookbooks, previews, and visual editorials dating back to 2018.
With no brand story or history included on the site, it requires a shallow online dive to learn more about the Los Angeles-based fashion lifestyle brand and creative studio. The online shop looks like a clean collage or fashion-forward Instagram feed. Move the cursor from one “post” to the next and the user will see a slight change of presentation of the product and its name and price appear. The visitor can either casually browse a mix of the collection under the “New Arrivals” section or shop by PPE, outerwear, knitwear, tops, bottoms, jewelry, accessories, objects, and gift cards, among other categories.
A trio of main menu tabs worth a shout out: “Archive”, “Good Life” and “Mood.” The first offers a unique way of exploring Goodfight’s lookbooks and editorials via snapshots, links, vertical and horizontal navigation, and creative design. The second leads to an introduction and a list of a dozen names that represent an ongoing conversation (interview style) with community members. Made up of photos, illustrations, clips, videos, moving images, and memes, the third displays a diverse collection of creative content arranged by date.