Simon teams with Refinery29, GQ and Glamour to boost omni-channel shopping

Publish Date: August 28, 2014

Topics: marketing, omni-channel, pop-up, refinery29, simon


Simon is working with websites and magazines to grab the attention of teenagers and millennial shoppers. In one omni-channel effort, Simon has teamed up with the Refinery29 site to create one-day pop-up shops it calls “The Shopping Block” at six of its properties this fall. These common-area shops will measure about 1,600 square feet and stock products from local and international designers; Simon will choose half the designers and the Refinery29 editors will select the rest. Makeup artists, stylists and other experts will be on hand to show shoppers how to wear the latest fashions.

Refinery29 is a 10-year-old blog popular with teen and millennial fashion followers. It highlights trends but sells no merchandise itself, though it has played host to holiday pop-up shops in New York City before. “Refinery29 has always been rooted in shopping and discovery and is a champion of independent thinking and true personal style,” said Piera Gelardi, the site’s creative director. “Refinery29’s audience of Millennial women turns to us as a trusted digital source of inspiration, and they visit Simon shopping centers for a tangible, tactile experience. The Shopping Block is a perfect marriage of both worlds.”

The first Shopping Block will open Sept. 13 at Woodbury Common Premium Outlets, in Central Valley, N.Y. Others will follow at King of Prussia (Pa.) Mall (on Sept. 20), South Shore Plaza, in Braintree, Mass. (Sept. 27), at Dadeland Mall, Miami (Oct. 4), Houston Premium Outlets, Cypress, Texas (Oct. 11) and Brea (Calif.) Mall (Oct. 18).

“We are always looking for ways to build connections with consumers that provide exciting experiences of shopping and discovery,” said Mikael Thygesen, Simon’s chief marketing officer. “We know that fashion drives many of our shopper interactions. Simon and Refinery29’s collaboration elevates our incredible fashion assets and enables new levels of engagement by creating experiences that reflect the way Millennials shop and explore fashion across multiple channels.”

Editorial posts on Refinery29, including a photo series showcasing the street-style sensibility of shoppers who visit Shopping Block, will help promote the experience beyond the brick-and-mortar location. Simon’s style blog at and at will also spread the word.

Also launching next month is Lookbook Live, a collaboration with GQ and Glamour magazines to encourage shoppers to share photos of themselves in clothing purchased at Simon properties. Eleven Simon malls will hold cocktail parties and fashion shows related to the program next month.

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