Follow the Fashion

0702followfashion.gifIf you’re like many of our readers, one of your mall’s big challenges is finding creative ways to fill vacancies. Queen Street Mall has come up with a great one.

The Australian shopping center has launched a new website: Follow the Fashion. The site allows fashion designers to upload photos of their work to virtual storefronts, which can then be voted on by the public. The designers of the five most popular store fronts will provide a small collection of their designs to a panel of industry judges, who will choose one to be awarded a six-month lease at the mall, including operating costs, a store fit-out, and marketing assistance.

Voters are also rewarded with the chance to win instant prize vouchers and a grand prize of a $10,000 shopping spree. The initiative is being promoted across the web, in the mall, and on the street – with a “designer in a box” street display. And the site helps out existing retailers, too, throwing in specials and deals amongst the new storefronts. Kudos to the folks Queen Street Mall for this one.

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