Implemented by experiential retail events company Maynineteen, the creative idea behind the Your 5 concept was inspired by the fact that French women update their wardrobes by introducing just five quality key items each season. By introducing five pieces shoppers can enhance their existing wardrobe and create new looks that last.
The Your 5 event will visit each of the nine Hammerson shopping centres over five weeks. From the backdrop of a bespoke set, professional stylists are presenting the five key fashion and beauty items from the Autumn/Winter 16 collections with the key message being ‘buy less, choose well’.
Maynineteen initially launched the Your 5 tour to introduce the Spring /Summer 2016 collections, with retailers selling out of items selected by the stylists.
Maynineteen founder and marketing director, Katie Coombes, said: "We are very excited about the launch of Your 5 Autumn/ Winter 2016. The buzz and excitement from our initial Your 5 Spring/ Summer event created a rise in footfall and revenue for retailers who took part. The Your 5 concept was incredibly influential as professional stylists advised shoppers to buy key items that would last beyond the current season."
Hammerson head of marketing, Fiona Campbell-Roberts, added: "The Maynineteen team has shown professionalism and commitment from the proposal stage to the implementation of Your 5 Spring/Summer events. Events have enhanced the shopping experience and engaged with shoppers, giving them another reason to visit our centres. We look forward to seeing the results of the Autumn /Winter 2016 campaign."
The tour visited The Oracle in Reading from Sep 23–25, West Quay in Southampton from 30 September to 2 October and Union Square in Aberdeen on the same dates. This week, it is heading to Brent Cross, London from 7-9 October, Centrale in Croydon on the same dates, Cabot Circus, Bristo and Highcross in Leicester from 14-16 October with a final two stops at Bullring, Birmingham and Silverburn in Glasgow on the 21-23 October.
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