Simon aims to transform back-to-school shopping

Mall operator Simon knows teen girls are a key part of its consumer base, and it is courting them this summer.



Simon andTeen Vogueare partnering to present the fourth annualTeen VogueBack-to-School Saturdays (BTSS) omnichannel promotion.



Teen Voguehas teamed with Simon as the exclusive mall marketing partner ofTeen VogueBack-to-School Saturdays. Simon andTeen Voguewill collaborate to bring fashion content to malls at five showcase events around the country, which will include appearances byTeen Vogueeditors and style influencers who will facilitate Back-to-School-themed panel discussions and trend talks.



"Simon is excited to be hosting Back-to-School events at so many of our locations," said Chidi Achara, global creative director for Simon. "This unique collaboration withTeen Vogueillustrates how Simon is embracing all mediums – digital, physical, or a blend of both – to connect with our millennial shoppers."



Back-to-School showcase events will take place Aug. 8 at The Domain and Barton Creek Square centers in Austin, Texas, and Florida Mall in Orlando; Aug. 22 at Castleton Square in Indianapolis; and Aug. 29 at North Shore Mall in Boston.



Nearly 100 additional Simon centers will also celebrate the event with special events, shopping incentives, and exclusive promotions that will begin on Saturday, Aug. 8 and extend through Saturday, Aug. 29.



Teen Vogueand Simon will also unveil a special eight-page in-book style guide featuring trends for Back-to-School, as identified byTeen Vogueeditors, with each profiled piece found at Simon. In addition, Simon will extend the section to a full-blown “magalog,” complete with a shopping guide of products, which they will distribute at all activated malls during BTSS.



Further extending the partnership and BTSS content, Teen Vogue and Simon have chosen YouTube celebrity Amanda Steele to star in a series of shopping haul videos, showing how she shops Simon centers to achieveTeen Vogue'sthree highlighted trends. The videos will debut just in time for the back-to-school shopping rush, with the content running across allTeen Vogueand Simon digital and social platforms.



Additional participating retailers and brands for this year's BTSS program include: Aeropostale; American Eagle; AG Jeans; American Apparel; ASOS; Bearpaw; Biore; Bonpoint; Boohoo.com; Delia's; Finish Line; Hask; Jovani; LeSportsac; Macy's; Maybelline; Not Your Mothers; OGX; Others Follow; PacSun; Secret; Simple; Sorel; Staples; Tampax; Vera Wang Princess Hippie and Qubed.