Southgate is the leading fashion centre in Edmonton. Full stop. This wasn’t always the case. When we began work with Southgate 16 years ago, the centre was a strong but modest community mall, somewhat in the shadow of West Edmonton Mall. Year after year of strategic, vivid campaigns and strong tactics have consistently elevated Southgate Centre – now the unquestionable epicentre for fashion in Edmonton.
The results speak for themselves. Southgate has won multiple industry awards. Most importantly, the centre has raised its sales per square foot by 40% in a ten year period (August 2003 to May 2013). This puts Southgate in the top seven centres in all of Canada. Which is, needless to say, some pretty serious fashion business.
In 10 years, Southgate has raised its sales per square foot 40%. That’s some serious ROI.
For spring 2012, Southcentre burst forth with stunning floral-inspired elegance. Layered prints and reinvented Victorian-era updos paired with alabaster skin, for a decidedly new-school colonial look. High tea, indeed.
In 2012, in partnership with real estate developer Creekwood Chappelle, Southgate gave away a house. Yes, a new house. It was the largest ever giveaway in the history of Canadian shopping centres. So yes, it’s safe to say this one made some noise. During the various media and in-mall initiatives for this monumental giveaway, media impressions were in the millions, and the PR buzz was enormous. The centre saw a traffic increase of 26.7% during the 8-week campaign, and sales productivity increased by 13.5%. (Creekwood Chappelle, meanwhile, increased sales by 50%.) The intense draw for the grand prize, which played out CTV, saw a shocked and delighted winner, speechless on live TV – a fitting finale for a hugely successful campaign.
Blazing heat. Crisp Mediterranean light. A sultry beach feeling. A striking European summer excursion, reinterpreted to reflect our target demographic. These were the aesthetic registers for summer 2012, and it reproduced beautifully across signage, billboards, and in-mall applications.
Fall brings to mind the glow of home, and warm wool on frosty mornings. Bringing these seasonal cues to life on an equestrian ranch added dimension to the Southgate brand, further reinforcing the mindset that no matter the situation, there’s no excuse not to take the lead.
The Southgate brand is always about storytelling with an element of surprise. With the holiday season in full swing, and in advance of the Great Gatsby movie, we celebrated the opulence of the Jazz Age with a coy, evocative photo shoot. The holidays, with a touch of timeless elegance.
To harness digital audiences, and align the Southgate brand with those of our retail tenants, the 2012 Wishlist was an ideal vehicle. Shoppers could build a list of the most coveted holiday items, and share their lists through social media channels. All in the name of expanding online presence, and building brand loyalty through the holiday rush.