Fashion Campaign Results
HOTCity’s Fashion in the BIG little City campaign, which works to stimulate retail spending around the introduction of the new season ranges, once again had a positive effect on sales. Fashion in the BIG little City participants experienced 32.7% increase in spending in 2013 (during the 11 days of the event) versus the same time last year and the rest of the city a 1.6% increase.
This incredible increase was all the more positive when compared to the downturn of Auckland Super City as a whole -2.4% and a range of our competitors.
Fashion in the BIG little set out to strengthen BIG little City’s position as the preferred fashion destination for Aucklanders , drive people/foot traffic into the city, improve on last year’s market share and spend vs competitors during the event and deliver a great experience for BIG little City customers which was well and truly achieved.
Key elements of the campaign were 11 days of retail offers from over 100 of the Central City retailers, over 25 Fashion Events including Britomart Fashion Sessions, The Designer Garage Sale and High Street District Market day. A new aspect of the Marketing campaign was the introduction of a significant outdoor component including billboards, banners and adshells. This combined with a strong presence online through Biglittlecity.co.nz, Social Media, e-Newsletter and Facebook ‘Snapped in the BIG little City’ app provided the impetus to drive people into the city.
During the period of the event campaign 4th Feb – 10th March, 7,960 new likes on Facebook, 160,500 visits to the website and 29,360 visits to the "Snapped in the BIG little city app” (over 11,500 of these unique).
