SouthPark gets new, local 'Style Setter'

SouthPark mall owner Simon Property Group has picked local blogger Jennifer Brix to be the mall's official "Style Setter," writing about fashion trends and merchandise at the mall.

The company now has 40 Style Setters at its malls, scattered throughout the nation. They were selected from

Brix

a pool of 700 applicants, according to Simon.

The goal? To create content specific for each mall in order to lure shoppers.

"Our approach with the Style Setter program is to hyper-localize fashion content to make it most relevant to shoppers at SouthPark. We look at ourselves as having a unique opportunity to be content curators," said Simon Property Group executive Jacque Ellis, in a statement. "You will see this content integrated across Simon’s digital assets. This program also reinforces Simon’s commitment to fashion & style."

The effort is a full-scale social media push by Simon, with Twitter, Instagram and Pinterest included.

“I could not be more thrilled with the Style Setter recognition and to be aligned with SouthPark,” said Brix, in an email. “There is a great appetite in the Charlotte area for trend based updates, tips and retailer information and I look forward to being a reliable resource.”