Broadmeadows is celebrating their 40th anniversary this month as they make their mark as one of the longest standing shopping precincts in Melbourne.
Brand heritage now more than ever is playing an enormous role in the way consumers purchase and the celebration of the concept of heritage has become increasingly more important for fashion retailers, as discerning consumers increasingly seek authenticity and quality.
This month Broadmeadows is celebrating their Ruby anniversary with a digital photo competition that invites customers to submit their favourite or most memorable moment in celebration of the Centre’s 40th anniversary via a specialized app.
There is so much history to be explored at Broadmeadows, from multi million dollar redevelopments through to visits from the royal family the memories the area holds are rich and full of life.
The moment captured and shared can be anything that the customer associates with the Centre or the local community, with each upload of images that celebrate tales of time, a digital photo montage will be created and added to, culminating in a the ultimate expression of Broadmeadows longstanding heritage.
Not dissimilar to Madison Avenue’s first ever Fashion Heritage Week that recently launched, which is a multi-platform event featuring specially-created exhibitions in both the real world and digital space from designers such as Bally and Calvin Klein through to Hermes and Missoni, Broadmeadows' deep historical roots will also be bought to life for the whole of Melbourne to enjoy.
The integration of digital elements within the retail space is changing the retail landscape as we know it, with customers constantly wanting something diverse and exciting out of their in centre shopping experience brands are constantly experimenting with new ways to drive traffic and engagement on a higher level from their customers.
Broadmeadows has taken note and created a bespoke competition that encompasses both the rich brand heritage associated with the centre and a unique digital element that heightens the consumer experience and gives Broadmeadows a point of difference in amongst the vast retail landscape of Melbourne.
Source: Broadmeadows media release.