Simon Fashion brings high-energy shows in spring

25 Mar '10

3 min read

This spring Simon Property Group Inc will bring high-energy runway shows to shoppers across the nation with Simon Fashion Now, a free, dynamic celebration of style at all price points at premier shopping centers.

Runway shows rivaling fashion industry shows in production values will take place at signature Simon properties in key markets. Yet unlike the industry shows that preview styles unavailable for several months, Simon Fashion Now makes the hottest men and women's fashions of the season accessible; every look from the runway can be immediately found at retailers within the mall. Thousands of visitors are expected to attend the free Simon Fashion Now runway shows and style events across the nation this spring.
"This is the high-energy experience of international fashion shows without hopping a plane to New York or Milan. We're bringing the drama and excitement of haute runways shows to shoppers wanting great looks for the spring season that they can purchase later that day," said Shari Simon, senior vice president of corporate marketing. "Guests of Simon Fashion Now will see looks at all price points, so every shopper can find styles that work for them."

Simon is also upping the ante with its 2010 tour, bringing on style expert Bobbie Thomas to offer Simon Fashion Now attendees at certain stops inspiration and advice. Currently, millions of people wake up to catch Bobbie on NBC's "Today Show," where she serves as style editor. Bobbie's national column "The Buzz," featured in In Touch magazine, highlights Hollywood's hottest fashion and beauty must-haves. Bobbie was also the co-host of the Style Network's "Fashion Police," and has acted as a trend maven for a variety of E! Entertainment specials, including the annual red-carpet Emmy, Golden Globe, Screen Actors Guild and Academy Awards coverage.

"I love that Simon Fashion Now makes it easy for shoppers to check out gorgeous looks on the runway and instantly recreate them with their own flair by visiting retailers within the mall," said Simon Fashion Now style expert Bobbie Thomas. "I'm so excited to help shoppers select style choices that reflect their inner personality."

Retailers look forward to the dynamic exposure Simon Fashion Now provides, which creates buzz for new styles and spurs sales. "Participating with Simon Fashion Now is always a plus for us, and definitely builds traffic and excitement in our stores," said Amy Kule, group vice president, Macy's Parade and Entertainment Group. "Simon Property Group has been a great partner for Macy's for many years, and we appreciate the opportunities to showcase our latest fashion trends and styles at a first-class event."

While participating retailers vary in each Simon Fashion Now market, shoppers can expect to see an abundance of styles for men and women ranging from casual weekend wear and stylish outfits for the office, to show-stopping looks for a night on the town.

"Between the fresh spring looks set to hit the runway and the style expertise of Bobbie Thomas, this season of Simon Fashion Now is poised to be our best yet," said Jacque Ellis, assistant vice president of corporate special events at Simon. "Shoppers are always excited about the energy of the runway shows and the accessibility of the looks, so we can't wait to hit the road."

In addition to the runway shows, fashion and beauty experts will offer advice and insight into this spring's cosmetic trends, highlight the must-have accessories of the season, and offer tips on updating a wardrobe without breaking the bank. Several stops will include exclusive events and receptions featuring local chapters of non-profits like Dress For Success and Susan G. Komen for the Cure.

Simon Property Group Inc

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