In their largest ever accessory initiative, over 33,000 pieces have landed in the centre ahead of the launch, which will see two accessory products sold every minute. With over 1 million shoppers expected to make their way to the centre over the spring/summer period, the Europe-wide initiative celebrates the nation’s on-going love affair with accessories, as well as the explosion of colour seen on SS14 catwalks – where brights, pastels and block colour dominated.
From 3 April until 5 May, McArthurGlen Ashford will be taking part in various activities to support the campaign – including a digital graffiti wall for shoppers to interact with as they take a break from shopping. Promotions and additional savings will also be offered across a selection of brands with Fiorelli, Jaeger, Jeff Banks and Radley all offering an extra 20 per cent off on selected accessories.
Adding to the colour drama around the centre, design students at K College will also be creating unique art installations which will be revealed around the centre during the campaign, acting as a further talking point for the millions of shoppers passing by.
To celebrate the campaign further, some of the centre’s most sought-after brands have designed a series of exclusive products. Renowned shoe manufacturer, Kurt Geiger has created two McArthurGlen exclusive sandals in vibrant shades of lemon and coral at the special price of £59. Sports retailer ASICS has launched an exclusive new line of trainers in an array of vibrant colours ranging from £70 to £87, perfect for a run in the park or braving the morning commute. Luxury leather manufacturer OSPREY LONDON has also launched an exclusive silk wrap scarf, called ‘The Dot’, which will only be available at McArthurGlen outlets at a special price of £19.
McArthurGlen’s Ashford Centre Manager, David Maddison says:
“We chose spring to launch this particular campaign given that this is the time when shoppers look to accessories as the smart and easy way to add a new, seasonal twist to their wardrobe. As the campaign name implies, Colour Me Happy is designed to bring colour and a sense of fun to shopping for accessories – a staple of every fashion-loving shoppers’ wardrobe, whatever their gender and whatever their age.”