The Month of Fashion and Makeovers at Qlandia
For the visitors of the seven Qlandia centres we prepared the campaign Month of Fashion, for a part of which we organised fashion shows in May 2016 of the new collections of all participating centre shops that sell clothing. With an attractive presentation of the collections we wanted to attract the attention of a group as large as possible at the point of sale itself. That is how we created direct contact between the new collections and the end user, and encouraged the visitors of the shopping centres to buy clothing for the upcoming season.
In collaboration with the participating centre shops we prepared a fashion show in every Qlandia presenting the new fashion trends for summer 2016. To increase the appeal of the events we invited well-known Slovenian top models to participate, while the events were hosted by the fashion connoisseur Tjaša Kokalj and the director, choreographer, and event organiser Igor Jelen Iggy.
participants in the contest
views of the video makeovers
We also included the visitors into the events of the Month of Fashion with a contest offering a makeover for a couple, which we regularly kept up with by preparing video updates. With that we achieved not only an increased interest in the fashion on offer of the Qlandia shopping centres, but also a higher participation on our social media. The video content generated a high level of interest on social media and contributed to the better recognisability and outreach of the shopping centres.
Over 600 individuals wishing to check on their fashion decisions applied for the makeovers. Seven published makeover videos generated a total of over 63,000 views
Fashion shows and makeovers:
A total of 152 participating centre shops in all seven Qlandia centres presented their collections at the fashion shows.
The energetic fashion events during the Month of Fashion contributed to the higher number of visitors of the individual Qlandia shopping centres, which in turn meant a higher number of visitors of individual shops in the shopping centre.