Westfield is launching a fashion incubator scheme and pop-up store trial offering three young designers a way to break into the fashion industry.
The incubator scheme is to the fashion world what start-up accelerators are for tech brands. Westfield will build the pop-up in its Doncaster mall in Victoria, and the designers will be able to leverage Westfield's local and international contacts with retailers and buyers in the fashion world to grow their exposure to consumers and the industry. Westfield will also provide mentoring.
Peter Leslie, Westfield director of leasing, told AdNews that it shows how the retail group is moving from a linear business model to something more innovative. It's a different way for Westfield to leverage its role as a “facilitator” between retailers, designers and customers, he said, and enhance the environment of its malls in line with the changing demands of consumers for more innovative experiences.
“We want to be more overt in participation and leadership [in fashion retail],” he said.
He added that the investment is “significant” but wouldn't share the numbers. Although Westfield is investing in the designers there is no revenue share deal in place.
The InHabit concept is due to open in the second half of the year, and after the initial trial, is likely to roll out to other Australian malls as well as the shopping centre group's international malls. The first three designers to participate are Dion Lee, Romance Was Born and We Are Handsome.
Westfield is seeding three online videos introducing the designers and social media will play a big part in promoting the initiative. It is likely to run a local marketing campaign around the Doncaster area closer to the time of launch.
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