As the tenant mix in lifestyle centers grows increasingly distinct from malls, agencies should craft distinct marketing campaigns to increase sales for clients.
The International Council for Shopping Centers (ICSC) notes that women’s apparel shops and restaurants are leasing space in lifestyle centers at higher than ever rates – well over 25% of square footage now goes to these two business types. This trend can be contrasted with the more general growth of family apparel retailers in traditional malls.
Whether you’re working with apparel shops, restaurants or mall operators, suggest an ad campaign that emphasizes convenient lifestyle center parking or a joint promotion that encourages lunch and shopping with friends.
[Source: ICSC release, June 2008]