Discovering the future of fashion

The Challenge

Following the success of our Beauty Unfiltered campaign – the first experiential event at Trafford Centre post lockdown, we were tasked to support the fashion category, raising awareness of its fashion retailers, creating excitement to drive footfall to those stores and also, inspire and encourage shoppers to think about fashion differently and shop in a more environmentally cautious way.

The Approach

We worked with Trafford Centre to run a 2-day fashion extravaganza, with a strong circular fashion message running throughout the event ‘let's make better choices, reuse more, rewear more and recycle more' and the ‘Refashioned’ campaign was born.

Embracing a 'scrapbook look', the creative was produced with the idea of ripping up the rule book around fashion. We wanted to inspire shoppers and show them how to reinvent their wardrobe and champion environmentally conscious brands. Trafford Centre came alive with spectacular fashion shows and pre-loved fashion sales showcasing themes of re-wearing, restyling and reusing.

We worked with Selfridges and John Lewis to host live expert talks and styling sessions, whilst shoppers were entertained with high energy dancing from troop Dance Fusion.

The Results

With positive feedback from participating tenants, the event was a huge success. Using a combination of paid media, radio, out of home, digital, social media and influencer engagement, we managed to increase footfall by 5.6% compared to the same period last year.