RETAIL LEASINGRetail leasing case studies

Digital. Social.Beyond traditional.

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Want to attract game changing retailers? It’s all about distilling the message to the desired target.

We believe marketing should be a critical component of a shopping centre’s leasing strategy. How a leasing story is told and packaged can make all the difference.

Here’s proof how smart marketing equals leasing success.

YOUR STORE BELONGS HEREDUFFERIN MALL

SITUATION

H&M came to Dufferin Mall in 2006, increasing its fashion retailer market share by $10M in one year. The mall wanted to use this momentum to increase its fashion offering even further. OBJECTIVE

To convince new fashion retailers to consider Dufferin Mall as a profitable location for their businesses.

STRATEGYIntegrate the new “Really” brand message into a leasing strategy to tell a compelling story.

Engage retailers in to taking a look at Dufferin Mall:

Follow Up with valuable information:

Follow Up:

STEP 1 STEP 2 STEP 3

•Generating curiosity•Presenting benefits

• Deliver more in-depth package containing valuable information to potential retailers

•Thank you email to all recipients including positioning recap

•Restate mission of package

Direct Mailer

Direct mail contained a printed card with Dufferin Mall branded binoculars.

STEP 1

Personalized, leather business folder

Front

Folder contains information package, branded notebook and pen.

Back

STEP 2

Information Package

9x12 standard business folder contained custom packages for specific retailers

STEP 2

STEP 3

RESULTS

Follow Up Email

Showcase, Virgin Mobile, Globo Shoes and Costa Blanca all added as new tenants

Branded email was sent to recipients to follow up.

TOGETHER. THE PERFECT MATCHDUFFERIN MALL + FOREVER 21

SITUATION

Forever 21, with its affordable, on-trend fashion, was identified as an ideal match for Dufferin Mall. OBJECTIVE

Convince Forever 21 to consider Dufferin Mall as a profitable location for its business.

STRATEGY

Strategically target the CEO of Forever 21 with a one-of-a-kind magazine highlighting Dufferin Mall’s inherent synergy with Forever 21.

Oversized, glossy magazine

RESULTS

Forever 21 opens in the fall of 2015.

SHOPPING REDEFINEDSQUARE ONE SHOPPING CENTRE

SITUATION

Square One is undergoing a $84 million renovation to become the premier first class shopping destination in the Western GTA. OBJECTIVE

Attract high-end lifestyle retailers with a vision of what the mall is going to be.

STRATEGY

Create a 4-part leasing package:

• Luxury hardcover book featuring high quality lifestyle and architectural images• Branded USB including additional renovation information• Architectural video documenting the vision of the Centre • Custom renovation microsite that supplements the book

Hardcover book + USB key

RESULTS

To date, a flagship, 120,000 sq. foot Holt Renfrew is confirmed to open in spring 2016 as well as Ann Taylor, Loft, Lacoste, White House|Black Market.

The Centre has renewed leasing rate of 47%. And, thanks to the success of the leasing package, Oxford Properties increased its investment by 941%!

Microsite

10 Alcorn Avenue, Suite 302Toronto, Ontario, Canada M4V 3A9T 416.922.8115 | F 416.922.7424www.breescommunications.ca