Staying afoot of trends

Nine West recently launched its Summer 2007 line; and with the help of Primall Media, is raising brand awareness with its nationwide advertising campaign. Striking graphics displayed in prime positions in major shopping centres attract attention and inform shoppers of Nine West's new stock in-store and special offers available. Melissa Mussett, brand executive at The House of Busby, said the company chose this advertising channel as it's an effective way to communicate with customers while they are in an environment where their purchase decision can be influenced.