Fashion Brand Increased Footfall | Mall Media | Digital | Elyts

In an age where online shopping is booming, fashion brands face mounting pressure to attract customers to physical stores. This case study explores how VIVARE Fashion, a premium lifestyle apparel brand, leveraged Mall Media to dramatically increase footfall, drive sales, and boost brand engagement in a highly competitive retail market.

The Challenge

VIVARE was preparing for the launch of its Spring-Summer collection across metro cities in India. Despite a strong digital presence, the brand was experiencing a 15% decline in physical store footfall over the previous two quarters. Their key objective was clear:

• Increase in-store traffic at key malls.
• Drive awareness for the new collection.
• Enhance brand recall at the point of consideration.

Why Mall Media?

With high dwell time, a targeted and captive audience, and visual impact, mall media was the ideal environment for VIVARE’s target demographic: young, fashion-conscious urban professionals.

The team opted for an integrated mall media strategy across six high-footfall malls in Mumbai, Bangalore, and Delhi.

Campaign Strategy

The campaign was launched under the title: “Own Your Summer with VIVARE”, and incorporated a mix of static and digital media formats strategically placed within the mall environment.

1. Media Formats Used

• Escalator and Lift Wraps: Visually arresting designs featured models from the new collection, creating instant visibility at transition points.
• Digital Screens & LED Pillars: Animated short videos showcased outfits in motion, bringing the collection to life.
• Interactive Trial Zones: Pop-up mirrors with AR filters let customers try virtual outfits—blending entertainment with engagement.
• In-Store Wayfinding Stickers: Footprint decals guided shoppers from common areas directly to the store, simplifying navigation.

2. Duration & Timing

• 4-week campaign duration: Timed with the end-of-season sale and weekends.
• Peak hours targeting: Media slots optimized for 5 PM to 9 PM traffic.

3. Promotional Integration

• QR codes across media elements offered exclusive discounts, redeemable in-store only.
• Influencer “Style Hauls” were pre-recorded in mall spaces and pushed on social media to bridge offline-online experiences.

Results & Impact

The campaign delivered impressive, measurable outcomes:

Key Observations:

• Location-specific customization (regional influencers and language-specific creatives) increased resonance with mall visitors.
• AR-enabled trial mirrors received over 2,200 uses during weekends alone, making them the campaign’s breakout feature.

Lessons Learned

1. Mall media works best when it's interactive. Passive ads are easy to ignore, but engaging touchpoints turn viewers into participants.
2. In-store navigation aids (like floor stickers) are simple but effective in driving physical movement toward the outlet.
3. QR discounts created urgency and drove impulse visits.

Conclusion

The VIVARE case demonstrates how a well-executed mall media campaign can revive in-store traffic and boost retail performance. By combining high-visibility formats with interactive and incentive-driven components, fashion brands can win back attention in physical spaces—even in the digital age.

 

Elyts Advertising and Branding Solutions | www.elyts.in  (India) | www.elyts.agency  (UAE)