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Intu launches national Fashion Month across its centres

Shopping centre operator Intu has announced the launch of its national Fashion Month in association with Hello magazine.

GENERAL MERCHANDISE

Intu launches national Fashion Month across its centres

The campaign, which runs throughout April, will include catwalk shows, a Style Hero competition and the launch of the 2014 Elite Model Look UK contest.

The model-scouting competition, which is now in its sixth year, will see the Elite model agency embark on a nationwide tour of Intu’s shopping centres as it looks to find tomorrow’s supermodels.

In a further bid to drive footfall, Intu is also launching its first Style Hero competition in which it searches for the most stylish shopper in each of its shopping centres.

Trevor Pereira, Intu’s commercial and digital director, said: “Street style has surged in popularity in the last couple of years and now plays a key part in influencing high-end and high-street trends. People no longer want to look directly at designers and retailers for style inspiration but each other.”

Every Intu centre will have a street style photographer scouting its malls for customers they think are “inspiring fashionistas”. The photographers will shoot the customers in their outfit and load the images onto a new dedicated Style Hero app where the public will vote for their favourite looks.

The winners from each of the 14 shopping centres will then go head to head in a public vote, with the national Style Hero winner receiving a photo shoot and £500 to spend on Intu’s website as well as a £500 gift card to spend in the shopping centres.

Pereira added: “Our retailers love these campaigns because they drive new waves of footfall to the centres for longer, increasing exposure to their products and therefore increasing sales.”

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