Fashion Facilitation: In centre and online Case Study: Interactive and experiential digital marketing techniques

About Westfield Australia 37 branded centres in Australia Total gross leasable space: 3.5 million m 2 440 million visits per year 2,300 Fashion retailers Our Approach: work closely with retailers to provide an appropriate platform so that retailers will have the opportunity to enhance their performance maximise returns by creating an efficient and dynamic environment for retailers and a quality shopping experience for consumers

37 branded centres in Australia

Total gross leasable space: 3.5 million m 2

440 million visits per year

2,300 Fashion retailers

Our Approach:

work closely with retailers to provide an appropriate platform so that retailers will have the opportunity to enhance their performance

maximise returns by creating an efficient and dynamic environment for retailers and a quality shopping experience for consumers

Fashion Category Target Audience: Female 18 – 39 yo 70% of Westfield Shoppers are female and account for 72% of apparel spend Highest per person fashion expenditure is seen across 25 – 49 yo A higher % of females in younger age groups agree that “it is important to look fashionable” and “I try to look stylish”

Target Audience:

Female 18 – 39 yo

70% of Westfield Shoppers are female and account for 72% of apparel spend

Highest per person fashion expenditure is seen across 25 – 49 yo

A higher % of females in younger age groups agree that “it is important to look fashionable” and “I try to look stylish”

Target: ‘Fashionable mainstream’ “I love to shop and it’s important for me to look good. I keep up with the latest trends and feel a sense of satisfaction when I know I’m up with the program. I love checking out what's in for the season then buying a few pieces. I get a bit of a buzz walking into the office in the latest new seasons suit (and the matching shoes)” “Although I wouldn’t say I’m a total slave to fashion. I wear what suits me. It’s about making the most of what I've got. When I look good I feel good.”

“I love to shop and it’s important for me to look good. I keep up with the latest trends and feel a sense of satisfaction when I know I’m up with the program.

I love checking out what's in for the season then buying a few pieces. I get a bit of a buzz walking into the office in the latest new seasons suit (and the matching shoes)”

“Although I wouldn’t say I’m a total slave to fashion. I wear what suits me. It’s about making the most of what I've got. When I look good I feel good.”

Interdependent Objectives Delivering on our objectives for one stakeholder helps us achieve the objectives for the other. Consumers Inform, educate, inspire Help customers know new trends, see how to put them together and find out where to get the best pieces from the best retail stores More Successful shopping Retailers Maximise profit for retailers Attract the world’s leading fashion retailers Build credibility as a leader fashion retail

Consumers

Inform, educate, inspire

Help customers know new trends, see how to put them together and find out where to get the best pieces from the best retail stores

More Successful shopping

Retailers

Maximise profit for retailers

Attract the world’s leading fashion retailers

Build credibility as a leader fashion retail

Successful fashion shopping Empowerment, confidence, feel fabulous HELP CONSUMERS INFORMATION & INSPIRATION LIVE IN CENTRE ONLINE IS NEW AND DIFFERENT

Fashion Delivery Successful fashion shopping Empowerment, confidence, feel fabulous Media Online In centre Consumer Experience

In Centre Services & Retailers

Services: Fashion Hub Everything you need to know is right here in this amazing new fashion experience right in centre. See all the fashion, get all the latest trends, tips, tricks and advice from professional stylists at the fashion hub. Plus you can buy an exclusive limited edition charity designer shopping bag by Zimmermann, Leona Edmiston or Fashion Assassin to help support LifeLine

Everything you need to know is right here in this amazing new fashion experience right in centre. See all the fashion, get all the latest trends, tips, tricks and advice from professional stylists at the fashion hub.

Plus you can buy an exclusive limited edition charity designer shopping bag by Zimmermann, Leona Edmiston or Fashion Assassin to help support LifeLine

Services: Style Sessions Be treated to champagne and canapés while you sit back and watch our amazing stylist tell you about the latest trends, the key pieces of the season, how to pull them together and where to buy them from If it doesn’t change your life, it will change the way you dress! Tea Tree Plaza

Be treated to champagne and canapés while you sit back and watch our amazing stylist tell you about the latest trends, the key pieces of the season, how to pull them together and where to buy them from

If it doesn’t change your life, it will change the way you dress!

Services: Personal Stylist Models and celebrities have fashion stylists, why shouldn’t you? Book in for your one to one session and soak up the style advice from our fashion stylist who will help you get the right look for you and for your budget.

Models and celebrities have fashion stylists, why shouldn’t you?

Book in for your one to one session and soak up the style advice from our fashion stylist who will help you get the right look for you and for your budget.

Services: VIP Events You’re already a Very Important Person, but after our VIP night you’ll be a Very Stylish Person. Our special fashion events will give you the inside knowledge on the latest and greatest season trends, as well as some fab fashion freebies and specials.

You’re already a Very Important Person, but after our VIP night you’ll be a Very Stylish Person.

Our special fashion events will give you the inside knowledge on the latest and greatest season trends, as well as some fab fashion freebies and specials.

Services: Shopping Tours Book yourself in or grab some friends for a fun shopping tour around the best fashion stores in Westfield with our amazing stylist. She has a knack for finding the best pieces of the season and will show you how to pull them together in the best way for you.

Book yourself in or grab some friends for a fun shopping tour around the best fashion stores in Westfield with our amazing stylist.

She has a knack for finding the best pieces of the season and will show you how to pull them together in the best way for you.

In-centre Ambience: Bondi Junction

In-centre Ambience: Liverpool

Media Interaction & Information

Print Media

TV Campaign On air March – May

On air March – May

Online advertising

Online Interaction & Information

Website Key elements: Fresh & relevant content Fashion ‘experts’ Helpers & advice Interactivity & consumer participation, dialogue Connection to physical in-centre experience: “What’s Happening”

Key elements:

Fresh & relevant content

Fashion ‘experts’

Helpers & advice

Interactivity & consumer participation, dialogue

Connection to physical in-centre experience: “What’s Happening”

Virtual Fitting Room ‘Welcome to your very own interactive on-line personal stylist. We’ve had the industry’s best stylists shop for the season’s hottest trends. Simply choose the look you want, the budget you’ve got and whether you want it for work, play or a night out. Voila! You’ll be presented with the perfect choice. Couldn’t be easier.’

‘Welcome to your very own interactive on-line personal stylist. We’ve had the industry’s best stylists shop for the season’s hottest trends. Simply choose the look you want, the budget you’ve got and whether you want it for work, play or a night out. Voila! You’ll be presented with the perfect choice. Couldn’t be easier.’

Feedback “Dear Thuy and team, Thank you so much for your informative and prompt response, I really appreciate great customer service such as this. I always look forward to new articles and features on What's What - keep up the good work! Kind regards, Gwen” “The message was sent from: mira. Message is as follows: i like this site of urs soooo much.” “The message was sent to: from: Kim Message is as follows: Love the site, have tried to register a couple of times and keeps coming up with login failed. Any suggestions? Thanks.”

“Dear Thuy and team,

Thank you so much for your informative and prompt response, I really appreciate great customer service such as this. I always look forward to new articles and features on What's What - keep up the good work!

Kind regards, Gwen”

“The message was sent from: mira.

Message is as follows: i like this site of urs soooo much.”

“The message was sent to: from: Kim

Message is as follows: Love the site, have tried to register a couple of times and keeps coming up with login failed. Any suggestions? Thanks.”

Fashion Delivery Successful fashion shopping Empowerment, confidence, feel fabulous Media Online In centre Consumer Experience