Marketing|Latest News Premium content

Vicinity partners with Australian Fashion Council and AfterPay

Vicinity Centres will be partnering with Australian Fashion Council and AfterPay to establish Edit Collection, a one-of-a-kind curated concept store that will champion emerging Australian fashion.

Created to support future leaders of Australian fashion, this initiative will afford four digitally native designers the opportunity to establish themselves within a physical retail environment at Chatswood Chase.

Head of Brand Marketing and Experience for Premium Centres, Corrine Barchanowicz said that this initiative allows Vicinity to deliver a unique fashion experience for up and coming designers that removes some of the biggest barriers to physical retail and incentivises digitally native brands to experience the benefits of having an omnichannel presence.

“We aspire to give the next generation of fashion leaders the opportunity to position themselves alongside the strength of established designers that Chatswood Chase is renowned for” said Barchanowicz.

Runway event at Chatswood Chase

The innovative pop-up will have Chatswood Chase and Vicinity supporting the program with in-centre marketing and social media support while Afterpay will blend technology and fashion to produce a retail ready space. Australian Fashion Council will anchor the campaign and manage industry advocacy, brand submissions and mentorship of designers.

With a view to expand across Premium Centres in future years, Edit Collection at Chatswood Chase is scheduled to launch late August and will host a different designer every 8-12 weeks for one year.

Australian Fashion Council started accepting brand submissions on 17 June 2021.

About the author

Shopping Centre News

Shopping Centre News (SCN) is in the ‘information business’, and is perceived as such by its readers. Daily industry news makes shoppingcentrenews.com.au a must-visit as part of the morning routine for those who want to keep right across the latest retail developments and events, while SCN's premium magazine is the leading publication for the shopping centre industry in Australia and New Zealand.

Known as the ‘industry bible’ SCN is printed five times a year with fascinating, in-depth features and important critical analysis written by known industry insiders as well as the popular ‘Guns’ reports, which ranks Australian shopping centre performances. Shopping Centre News is the only publication in the world that features centre statistics on Turnover, Turnover per square metre and Specialty Shop turnover per square metre for every major centre in Australia.

Add Comment

Click here to post a comment

Advertisement

Advertisement