Interview with West Edmonton Mall's Anna Alfonso

Anna Alfonso, Senior Marketing Manager at West Edmonton Mall, has played an integral role in building a relationship between Western Canada Fashion Week and West Edmonton Mall.  We had the opportunity to chat with Anna during the Western Canada Fashion Week Preview event on West Ed's Europa Boulevard to discuss West Edmonton Mall's new role as title sponsor of Western Canada Fashion Week.

A Pleasury: West Edmonton Mall is now the title sponsor for Western Canada Fashion Week.  How do you see that relationship being mutually beneficial?

Anna Alfonso: It benefits both of us in that it allows access to different audiences. We provide WCFW access to multi-channel platforms to be able to communicate their message. WCFW allows WEM and our fashion retailers the opportunity to reach out to the community in a more intimate way. The partnership is a great fit as we are both organizations that are committed to fashion, and reinforcing a fashion point-of-view for Edmonton and Western Canada.

A Pleasury: Are there any designers that you are really looking forward to seeing this season? 

Anna Alfonso: Genette Salgado and Laura Dreger. There is an amazing coat by Laura in Phabrik's current issue that I must see!

A Pleasury: Personally, what trends have caught your eye this fall? 

Anna Alfonso: Mod-inspired pieces, and animal prints and finishes.

A Pleasury: Last season, West Edmonton Mall participated during WCFW and held a retail showcase.  How was that experience and what was the overall response from retailers?


Anna Alfonso: It was great - the feedback from our retailers was really positive. It's an opportunity for our retailers to showcase and style their best fall looks. 

Some of the retailers that participated in the September 25th West Edmonton Mall Retail Showcase were: 7 For All Mankind, Scotch & Soda, Bench, Rikki’s, Melanie Lyne, Cleo, Eccoci, Bebe, Hugo Boss, Opulence, High Grade, Firoz, Tristan, Long Tall Sally, and Miss Sixty/Energie.  

Rowena and I also had the good fortune of being dressed by WEM retailers for the WCFW Preview.  Row is wearing Tristan and I am dressed in Scotch and Soda.  A big thank you to Firoz for also dressing us on the evening of the WEM Retail Showcase.

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