Simon courts teen girls across channels

Indianapolis - Mall operator Simon knows teen girls are a key part of its consumer base, and is courting them this summer. Simon and Teen Vogue are partnering to present the fourth annual Teen Vogue Back-to-School Saturdays (BTSS) omnichannel promotion.



Teen Vogue has teamed with Simon as the exclusive mall marketing partner of Teen Vogue Back-to-School Saturdays. Simon and Teen Vogue will collaborate to bring fashion content to malls at five showcase events around the country, which will include appearances by Teen Vogue editors 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 with Teen Vogue illustrates 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 Vogue and Simon will also unveil a special eight-page in-book style guide featuring trends for Back-to-School, as identified byTeen Vogue editors, 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 achieve Teen Vogue'sthree highlighted trends. The videos will debut just in time for the back-to-school shopping rush, with the content running across all Teen Vogue and 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.