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Article: MALLS: BRANDING MEANS BUSINESS.
- Article from:
- WWD
- Article date:
- April 28, 1999
- Author:
CopyrightCOPYRIGHT 1999 Conde Nast Publications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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DEVELOPERS ARE REALIZING THAT PROMOTING THEIR SHOPPING CENTERS AS BRANDS CAN MEAN MORE TRAFFIC -- AND SALES -- FOR THEIR TENANTS.
DALLAS -- Can a mall be a brand?
Two big shopping center developers, Simon Property Group and Westfield, are betting that it can. And both have embarked on ambitious campaigns to rechristen their malls in hopes that consumers will seek them out by name when shopping comes to mind. The payoff, the developers projected, will not only be more business for their retail tenants but ultimately higher returns for their respective shareholders. And that means more capital to build more malls.
Industry analysts said ...