the issue > Press | Press Coverage > August 26, 2013
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JUST BRAND IT: Dress Up Your Digital Strategy with Highland Park Village

On Pointe contributor Lee Escobedo, a Dallas-based editor and writer, is taking on Just Brand It, turning the spotlight on a creative business that’s making our city shine.

Brand names, bright hues, and bold bling are considered style staples in Dallas, and Big D’s best dressed girls know that true luxury means shopping locally at the city’s most lavish venue – Highland Park Village. Iconic labels including Chanel, Louboutin, Dior, Hermes, and many more call the chic center home, and we’ll tell you how the va-va-voom village is enhancing the retail experience online and off.

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Colorful August arrivals captivate at Christian Dior in Highland Park Village, which opened in March as the famed French label’s first and only Dallas-based boutique.

THE BRAND

  • Company: Highland Park Village
  • Founder: Mr. Hugh Prather Jr. and Edgar Flippen
  • Website: HPVillage.com
  • Connect: Blog – StyleAndSocial.com. Facebook – Facebook.com/Pages/Highland-Park-Village. Instagram – @HighlandParkVillage. Pinterest – Pinterest.com/HPVillage.com.Twitter – @HP_Village

THE BRIGHT APPROACH

  • Social Status: With a social following of more than 16,000 fans, Highland Park Village boasts a thriving presence across multiple outlets, but the center’s well-designed blog serves as the catalyst for its online success. The aptly named platform, Style & Social, allows the venue to maximize its portfolio of distribution channels by providing a daily stream of strong content that’s user-friendly for all networks.
  • Key Takeaways: Applying Highland Park Village’s polished, proven strategy for online engagement is possible with just two simple steps:
  1. It’s all about your audience … Sure, the center’s lofty lineup of well-known designers is bound to attract a crowd, but the venue’s editorial approach ensures that its retailers stay in the spotlight despite Dallas’ competitive marketplace. How? By tailoring both blog and social media content to reflect the demographics and aesthetic preferences of its consumers.
  2. If you’ve got it, flaunt it … In addition to staying in sync with Highland Park Village’s core audience, the center shows off by consistently and artfully highlighting the fabulous finds, delectable dishes, and posh promotions available at its various boutiques and restaurants. But the venue avoids vapid messaging through conscientious integration of valuable, easily applicable expertise on emerging trends and cool events.

THE BOLD BACKSTORY

  • From the Beginning: Established in 1931, Highland Park Village was designed as the first planned “mall” in the U.S., with a cohesive, Mediterranean-Spanish style architecture and inward facing storefronts, and in 2000, the shopping center was officially declared a “National Historic Landmark.” Since its foundation, Highland Park Village has been locally owned and operated, a tradition that continues today with its current ownership group, which is comprised of neighborhood natives.
  • Fearless Leaders: More than a decade before they conceived the concept for Highland Park Village, the center’s creators, Flippen and Prather, were known as champions for the area’s commerce and community. In 1912, the dynamic duo helped found the neighborhood’s now-famous country club, attracting wealthy citizens along with it. Now the oldest establishment of its kind in Texas, The Dallas Country Club sits directly across the street from the village.
  • Star Power: In addition to innumerable headlines in glossies likeTown & Country, Highland Park Village is a haven for local and visiting celebs, and it’s not uncommon to spot Angie Harmon or Erin Wasson perusing the center’s pretty goods. But if you really want to see stars – in the literal sense, that is –we suggest you skip the shopping in favor of a Mambo Taxi at Mi Cocina.

Looking to generate strong media buzz for your brand? To find out how Brandpointe can put you and your business in the spotlight by helping you develop a fierce following, we invite you to connect with us online via our website, Facebook, and Twitter pages!

***By utilizing Just Brand It to highlight dynamic organizations, On Pointe seeks to underscore Brandpointe’s key objective – inspiring and assisting businesses and individuals in developing unique marketing and branding initiatives. Just Brand It is not advertorial in nature, and the content featured within the column is neither paid for nor sponsored by a third-party.***