Falabella launches an experiential Mother’s Day campaign supporting women and local entrepreneurs
What: Falabella launches comprehensive Mother's Day campaign celebrating women through experiential retail and female entrepreneurship.
Why it is important: This initiative demonstrates how department stores can create meaningful connections through experiential retail while supporting local entrepreneurship.
Falabella's innovative Mother's Day campaign, themed "Her," represents a strategic blend of experiential retail and female empowerment. The initiative features a symbolic transformation of the company's logo, temporarily highlighting "Ella" (Her) by dimming "Falab," alongside the message "Here's to Moms, just as they are." The campaign's cornerstone is the traditional Bazar Mamá, showcasing eight women-led brands at Falabella Parque Arauco, complemented by additional pop-up carts at Alto Las Condes. The premium Market F further enriches the offering with exclusive Spanish and Chilean brands. The retailer is implementing nationwide experiential elements, including interactive murals and prize giveaways across 43 stores, while Taller F provides personalisation services in 14 locations. Enhanced customer services include Personal Shopper sessions with complimentary MAC Cosmetics gifts and special pricing on customisation options, creating a comprehensive retail experience that extends beyond traditional shopping.
IADS Notes: This campaign aligns with recent retail trends in experiential marketing. According to March 2025 data, successful department stores are increasingly focusing on creating immersive destinations rather than traditional sales spaces. The integration of local entrepreneurs mirrors Breuninger's successful April 2025 strategy of combining retail with local partnerships, while the personalisation services reflect the growing importance of customisation in retail experiences, as demonstrated by Ripley's December 2024 transformation of its store spaces into lifestyle destinations. This multi-faceted approach to retail activation has proven successful, with similar initiatives driving increased customer engagement and sales across the sector.
