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Shopping centre draws customers with styling sessions

UniSuper-owned Karrinyup Shopping Centre in Perth is hosting free styling workshops to entice shoppers into stores ahead of the spring/summer fashion season.

Held over two weekends on September 7-9 and September 14-16, leading creative voices will share styling tips and tricks at fashion, food, lifestyle and beauty workshops.

Highlights include a flower crown-making session with Fox & Rabbit, wine and cheese pairing with School of Wine and style talks with Seafolly.

Each attendee will also receive a Karrinyup gift bag and complimentary treats, and attendees on the first weekend will also receive a complimentary Seafolly tote valued at $49.95 when they spend $150 or more at the centre in one day.

Shopping centres across Australia are focusing on events as a way to drive foot traffic and dwell time in bricks-and-mortar stores, as the rise of e-commerce ushers in a new reality for shopping centres and their retail tenants.

It’s not just that shoppers are purchasing items online rather than in-store, but they are doing far more research prior to purchase.

Giving customers a reason to come into shopping centres and linger there increases the likelihood that they will end up buying an extra item or two that they would not otherwise have purchased.

Superannuation fund UniSuper became the sole owner of Karrinyup in 2014, after it bought out Westfield in a deal that valued the centre at $740 million. AMP Capital manages the centre on UniSuper’s behalf.

Karrinyup underwent a $600 million overhaul in 2015. Located 12km north of Perth, the centre is home to Myer, David Jones, Big W, Woolworths, Nespresso and more than 180 specialty stores.

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