H&M opened at Santa Fe Place Mall in September of 2017. The Grand Opening ignited the start of several other store openings in the future months at the mall. And, over 500 people had been waiting in line the morning of the new store reveal!
Programming Highlights
SREG began planning for the grand opening right away. The Marketing Team hit the ground running by connecting and collaborating with H&M’s store planning and opening committees. Both teams worked together to develop an extensive plan to promote the grand opening — with a focused target marketing strategy that would create community excitement and shopper value.
Overall the event was extremely successful! Shoppers camped out at the mall the night before in anticipation of the opening. It was a celebratory atmosphere – with a live DJ, a countdown and a ribbon cutting.
SREG implemented a forward-thinking social media communication strategy, utilizing creative developed by both SREG’s Creative Team and H&M’s. The communication mix included:
- Constuction and storefront reveal content
- Behind-the-scenes footage
- Static and video creative on FB and IG
- Boosted and organic content
- Targeted content directed at H&M’s key audience
SREG ignited the social strategy with both H&M and SREG-funded incentives that included:
- H&M’s recycle program
- First in line giveaways
- Scratch off’s
- Giftcard giveaways
About H&M
H & M Hennes & Mauritz AB (publ) was founded in Sweden in 1947 and is quoted on Nasdaq Stockholm. H&M’s business idea is to offer fashion and quality at the best price in a sustainable way. In addition to H&M, the group includes the brands COS, Monki, Weekday, Cheap Monday, & Other Stories, H&M HOME and ARKET as well as Afound. The H&M group has 47 online markets and more than 4,900 stores in 72 markets including franchise markets. In 2018, net sales were SEK 210 billion. The number of employees amounts to more than 177,000. For further information, visit https://hmgroup.com/about-us.html.
Santa Fe Place Mall is an enclosed shopping mall with 580,000 square feet of leasable area. Located in historic and culturaly-rich Santa Fe, NM, SFP is home to Cost Plus World Market, Bed Bath Beyond, Hobby Lobby, Dillards, JCPenny, H&M, Forever 21 Red, Victoria's Secret, PINK, Hibbet Sports, Regal Cinemas, Outback Steakhouse, Skechers, Francesca's, Boot Barn, Sephora (in JCP), and more! For more information, please visit https://www.shopsantafeplace.com.
