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WESTFIELD
Pitt Stop
Westfield recognised that their primary clientele were professionals, with peak shopping hours during lunch and after work. As these customers were often time-poor, Westfield decided to assist their key customers by providing an area where they could speak to fashion specialists, with a knowledge of Westfield products and store locations, to direct them in their search.
These 'fashion gurus' would dress in different brands each day, allowing equal opportunity for all brand names to market their clothing and accessories.
The Pitt Stop was a highly successful promotional campaign, with the minimal client investment. Sales increased and every outfit showcased by the 'fashion gurus' sold out.
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