A total of 176 participating brands
This October, a total of 176 brands from a variety of industries participated in the event. Obviously fashion, shoes, and cosmetics were heavily represented. But partners from sectors such as electronics, home accessories, and health also joined in, as well as food and beverages. Even the hotel chain Motel One took part. The Glamour Shopping Week is open to any brand that is related to a modern and cool lifestyle – and our shopping centers bring all of this together in an ideal way.
Online retailers are also on board, because whether they’re brick-and-mortar, online, or both depends on the partner. We want to offer our customers all the benefits of enjoying their Glamour shopping experience at an ECE center. Since this collaboration with Glamour is a partnership that will be with us for the next few years, we are also going to integrate our Digital Mall into the event much more strongly in the future. This year, it already served as a digital display window for the participating centers and stores.
How the strategic B2B partnership came about
In recent years, the Glamour Shopping Week became increasingly important and popular among stores and customers at our centers. Since we always tailor our center marketing activities to our centers, tenants, and customers as much as possible and in the process, always take current events and trends into account, we came up with the idea for the now implemented partnership.
The Munich-based Condé Nast publishing house has enjoyed an excellent reputation for decades – thanks to magazines such as Glamour, Vogue, or GQ, which are extremely well-known and widely circulated. These magazines are widely read by customer groups with an affinity for shopping. These publications also feature advertising by major brands in the upper and medium price segments. This is a good indication of how confident brands are in the appeal of these magazines, but also in the target audience. This makes the event a complete package consisting of an attractive target audience, brand participation, and the reputation of the publishing house.