Spreitenbach becomes a fashion mecca
Ruedi Wyler Advertising Establishes Shoppi & Tivoli's Fashion Expertise
Ruedi Wyler Werbung establishes the fashion expertise of Shoppi & TivoliBy Ernst Weber The second largest shopping center in Switzerland, Shoppi & Tivoli, is giving itself a more fashionable image. It was made to measure in the studios of Ruedi Wyler Werbung in Zurich. Among other things, the shopping center hopes to attract better-off consumers.
Since the beginning of the year, the Spreitenbach shopping center and the Tivoli shopping center have been linked not only structurally by a footbridge, but also economically by a merger.
The merger to form the Shoppi & Tivoli shopping center is a marriage of convenience. The merger was entered into after the centers' sales fell from a total of CHF 523.3 million in the past seven years to CHF 462 million in 2001.
"There are many reasons for the decline in sales," says Peter Binggeli, Managing Director of Shoppi & Tivoli since last December. On the one hand, it was caused by increased competition. As the first shopping center in Switzerland, the Spreitenbach shopping center, which opened in 1970, also attracted many consumers who did not live in the catchment area and who now travel to nearby centers, which have since been built on greenfield sites around the greater Zurich area.
A shopping mecca for all purchasing power classes
On the other hand, the center is located in an area with a relatively high proportion of residents with low purchasing power. In the Aargau municipality of Spreitenbach, almost half of the almost 10,000 inhabitants are foreigners. They belong to 70 different nationalities and have correspondingly divergent shopping habits. And in the municipalities of Schlieren and Dietikon, which are in the immediate catchment area of Spreitenbach, the proportion of foreign residents is also around 38 percent. However, the Glattzentrum, which has been more successful to date, also has to generate its good figures in a socially similarly structured environment. The reasons for this difference in success must therefore lie in the concept.
Spreitenbach therefore believes that the turnaround can be achieved if Shoppi & Tivoli also becomes an attractive shopping center for consumers with higher purchasing power. The new orientation should be visible in the structural changes that are being made to the center, in the improvement of the mix of the current 140 stores and in the advertising, which has been designed by ex-Glatt advertiser Ruedi Wyler since the beginning of this year.
An ironic and witty poster campaign by the Zurich agency is currently positioning the shopping center as a Mecca for fashion dolls of both sexes. The motifs show a half-naked doll couple riding to the center on a horse or a scooter, reminiscent of their own childhood. The advertising message gets going with the headline "The new fall fashion is here: In over 35 stores".
A motif announcing the extended Saturday sales until 6 p.m. is reminiscent of the high school of Swiss poster art. It shows a shopping cart with car headlights switched on on a black background.
Since the beginning of the year, the Spreitenbach shopping center and the Tivoli shopping center have been linked not only structurally by a footbridge, but also economically by a merger.
The merger to form the Shoppi & Tivoli shopping center is a marriage of convenience. The merger was entered into after the centers' sales fell from a total of CHF 523.3 million in the past seven years to CHF 462 million in 2001.
"There are many reasons for the decline in sales," says Peter Binggeli, Managing Director of Shoppi & Tivoli since last December. On the one hand, it was caused by increased competition. As the first shopping center in Switzerland, the Spreitenbach shopping center, which opened in 1970, also attracted many consumers who did not live in the catchment area and who now travel to nearby centers, which have since been built on greenfield sites around the greater Zurich area.
A shopping mecca for all purchasing power classes
On the other hand, the center is located in an area with a relatively high proportion of residents with low purchasing power. In the Aargau municipality of Spreitenbach, almost half of the almost 10,000 inhabitants are foreigners. They belong to 70 different nationalities and have correspondingly divergent shopping habits. And in the municipalities of Schlieren and Dietikon, which are in the immediate catchment area of Spreitenbach, the proportion of foreign residents is also around 38 percent. However, the Glattzentrum, which has been more successful to date, also has to generate its good figures in a socially similarly structured environment. The reasons for this difference in success must therefore lie in the concept.
Spreitenbach therefore believes that the turnaround can be achieved if Shoppi & Tivoli also becomes an attractive shopping center for consumers with higher purchasing power. The new orientation should be visible in the structural changes that are being made to the center, in the improvement of the mix of the current 140 stores and in the advertising, which has been designed by ex-Glatt advertiser Ruedi Wyler since the beginning of this year.
An ironic and witty poster campaign by the Zurich agency is currently positioning the shopping center as a Mecca for fashion dolls of both sexes. The motifs show a half-naked doll couple riding to the center on a horse or a scooter, reminiscent of their own childhood. The advertising message gets going with the headline "The new fall fashion is here: In over 35 stores".
A motif announcing the extended Saturday sales until 6 p.m. is reminiscent of the high school of Swiss poster art. It shows a shopping cart with car headlights switched on on a black background.
