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The changing face of fashion

 

AMP_collage_shoppingAMP Capital is partnering with cult Australian fashion magazine, Oyster, to target younger and increasingly digitally-savvy shoppers.

The group this week launched a fashion-forward website as a precursor to its Macquarie Centre’s makeover next year.

Face of Fashion features a shoppable digital magazine and an aggregated gallery of branded items that shoppers can buy online.

Featured brands include international drawcards Zara, H&M, and Topshop, as well as local labels, such as Zimmermann.

Not all of the featured brands are current retailers at the Macquarie Centre, which will be relaunched following renovations in late 2014.

Yael Bradbury, senior marketing manager of Macquarie Centre, says the website is a tease of new retailers to come at the centre.

“We’re not confirming anything until next year but there will be a big offer on the international and Australian designers front.

“[Face of Fashion] is about giving shoppers a taste of what’s to come before they can physically come into the centre and buy instantly.”

AMP Capital launched the website to target younger, fashion-forward, and digitally-savvy shoppers, such as University students.

“This is such a growing destination area in the north west [of Sydney]. Our vision is to be the best shopping destination on the North Shore.

“With the University crowds and more families, [the demographic] is getting younger with a sense of mothers and daughters shopping together. That’s our demographic.”

Face of Fashion doesn’t charge brands to have their product featured in the curated gallery, and doesn’t take a cut if a shopper buys an item.

“Our motivation at the moment is to align ourselves with the brands we want to launch next year. We also don’t have e-commerce right now,” says Bradbury.

Face of Fashion will be rolled out in late 2014 to AMP Capital’s Pacific Fair centre on the Gold Coast, which is also currently under development.

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