Simon Property and Refinery29 Team up Again

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Simon Property Group was partnered with Refinery29 last year to launch “ The Shopping Block” at six of its properties. The event provided a much more lasting strategy to drive traffic and sales than the one-off marketing ploy. The small business benefit from a significant increase of sales also. So this year the mash-up between traditional brick-and-mortar retail continues to be a strategy for the two.

The event, called Style Festival, at six Simon properties, will begin on June 20 with the Brea Mall in north Orange County. This will be a series of music-themed shopping events. The Brea Mall event includes pop-up beauty bars, a concert featuring MS MR and shopping that weaves in national brands.

“I think we see this as an ongoing partnership with Refinery… every year certainly and potentially maybe every season going forward,” Chidi Achara, Simon’s senior vice president and global creative director said to WWD. “We want to evolve and fine tune and change the dynamics of the experience to keep it fresh and relevant and exciting. The whole philosophy behind this partnership is that we’re creating these new bespoke exciting experiences that you wouldn’t find in a shopping mall.”

Refinery29, a fashion and lifestyle site for young women, which is founded in 2005, has been a corporate could be valued at a quarter of a billion dollars. The company is seeking up to $50 million in funding. It goes through a 100% increase from 2013, generated between $55 million to $60 million in revenue last year, and is profitable.

( Source: WWD.COM)

A back and forth movement around the world and finally I am in New York City! And all along, my curiosity in the fashion industry grew deeper.

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