Creating attractions to draw consumers to shopping centres has become an essential promotional tool since retail fully reopened in the spring. And one of the more inventive ideas comes from Victoria Square in Belfast.
Boux Avenue has unveiled its latest seasonal Boux Sport collection and in line with the unusual times we’re living though, it comes with a campaign that rejects the “New year, new you” approach that many brands take.
Two UK retailers have highlighted the ongoing importance of loungewear this year with Missguided on Thursday saying it saw a 70% surge in sales of the category while Boux Avenue said most consumers are wearing it.
We've seen a raft of webstore-boosting new features in recent periods, the latest being from Boux Avenue that has launched an online Bra Fit Finder “for customers to measure their bra size at home in less than a minute”.
With activewear a key category during and post-lockdown, lingerie retailer Boux Avenue is continuing its expansion into the active category this autumn and will be putting marketing support behind it with a new campaign.