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Shopping Park, England Burton at Castlepoint

The Background

Burton, a menswear brand, is a tenant at Castlepoint Shopping Park in Bournemouth, which is the largest shopping park in the UK and has many of the biggest stores in the region. Over the summer months, menswear fashion sales as a category were experiencing a slight year-on-year decline at the park, even though female fashion sales were enjoying growth.

The Challenge

Increase awareness of themen’s fashion offer as a retail category, with a particular focus on driving sales for Burton, who are one of the biggest menswear retailers at the shopping park.

The Solution

In response to the shift in market sales for men’s clothing, Velocity Worldwide’s managed service team designed a campaign on DariusTM that would promote menswear as a category for the shopping park, with a focus on promoting the higher value suit ranges for the Burton store.

The Results

  • In the first week of the promotion, Burton enjoyed a year-on-year growth of 88% per cent for suit sales.
  • Product sales for items featured across the men’s clothing category sold out across the park.

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