Roaming models, catwalk shows, and center court performances are often the marketing go-to’s when new fashion collections hit the mall stores. While these tactics can get shoppers excited about the looks and brands they discover, there’s no telling whether or not they’ll put merchandise and retailer together when the time comes to pick up a few items to freshen up their wardrobes. The Mall Luton (UK) recently came up with a solution: Hold its fashion flashmobs right in front of the participating stores.

On July 5 and 6, the center held a fashion and dance performance outside a different store every hour between 11 am and 4 pm (except at 1:30 pm). This, along with Facebook posts, led shoppers right inside ten boutiques.


Aug.
2019