Maison Martin Margiela Beijing Exhibition

Maison Martin Margiela's exhibition was held at 798 Unit, Beijing along with I.T. from 13 June to 1 July 2008. It exhibited many valuable current and archive documents, garments and videos from MMM It was divided into 8 exhibition rooms tha visitors would be able to walk from one to another.

It was not a classic retrospective exhibition, instead, it looked more deeply into different themes which showed MMM's design concepts.

Thus, it proved the brand to be a lively laboratory. Not only with their clothes, but also in their way of presenting collections, the architecture of their shops, and their communications with the press. More, it featured the brand's various collections, fashion shows, presentations and events worldwide, and also the design of its shops and offices, exceptional house style and communications policy.

by Angela

SoHo Composites #3 - Hong Kong by Mike Figgis

In order to promote her F/W collection 2009, Joyce invited the famous director Mike Figgis come to Hong Kong and held his photos exhibition in Joyce's store at Central on 22 Oct 2009.
　

　

As a pioneer of high-end fashion retailer, Joyce always try to be creative and fuse her fashion with art. In SoHo Composites #3 - Hong Kong by Mike Figgis, Joyce would like to collaborate with photography, art, visual merchandising, fashion and charity together. In this exhibition, there was photos about Hong Kong SoHo Area as well as some Hong Kong celebrities who are respresenting Hong Kong. From 14 Oct 2009, the window display area of Joyce Central store became a blank area, and Mike Figgis will put the photos he took everyday there. After one week, there was full of his photos and an exhibition is then established. On 22 Oct, Ms Rosey Chan, a famous international pianist, will perform her amazing pieces, and the photos are at auction. The money raised will be donated to charity (HKFDA).

　

　

I think it is very innovative as the exhibition is set up by adding some new photos everyday, and thus the customers can experience firsthand the progress and production of the wholw exhibition. And once they purchase the items of F/W collection, they can then enjoy some discounts and join the lucky draw.

　

　
Besides, this exhibition fused fashion and vm and art together, which is very impressive and cam help Joyce to enhance her brand image, which is fashionable and astistic.
　
By Nicole
　

Installation art

As some of our classmate present installation art in lesson, i would to share more examples for u.



Since installation art is so essential, but people always forget the importance of it. It can express the consept and feeling especially it can help to promote the mood and theme during fahsion show, exhibition, retail store and etc. There are some examples located internationally.













By Yan Yan =]

JUICY COUTURE Fashion Recycle Event

Be eco-friendly and protect our earth is a hit topic in the 20s, many industry try to using that as a gimmick for attracting customer or enhance, reshape brand image, etc.
The methods not surprisingly are always establishing charity event, tote bags replace paper and plastic bags, and produce organic material merchandises.

JUICY COUTURE start a fashion recycle event at the end of this summer time, that give their customer a chance of getting 20% discount for their new clothing. Customers who shop at juicy couture and bring along together with their old juicy apparel, they can get 20% off for their total purchase of new juicy apparel. The received juicy apparel will denote to some local charity organization.

This event offer benefits to both three parties—the brand itself, customer and charity organization. Juicy couture of course can gain a higher reputation in the market and customer mind. As the same time, increase sale volume within a short period for new arrival items. Customers can earn from discount, a chance to clear up and prepare more space for their new bought clothes. Charity organization freely receives much good quality apparel that can help lots of people.

Juicy Couture does different from other fashion apparel brand this time as it uses a retailing promotion method on doing eco-friendly, but not on product development. It is clever to launch for s shorter period to see whether it works to their customer or not. Other brands can learn from this.

by Man and Denise

CHANEL's Promotion Strategies

CHANEL invests a lot in promotion through different channels. First of all, it implements a series of advertisements on TV, magazines and posters. For example, it uses Kate Moss and Keira Knightley to be its spokespeople for the fragrance Coco mademoiselle, and Marilyn Monore for CHANEL no.5 on TV. Photos featuring top stars like Nicole Kidman can always be found in magazines like ELLE or in busy districts like Central.



Apart from advertising, sales promotions like fashion shows and merchandise demonstations are held. 5-6 fashion shows are held per year. The first show of each season is always held in Paris, New York, and London, showing its new resort, spring ready-to-wear, spring couture, pre fall, fall and fall couture items.



Regular merchandise demonstrations for publishing new products invite media to report. Examples are CHANEL Sublimage (in Taipei, 2006) for skin care products and CHANEL Mat Lumiere (in Tokyo, 2007) for cosmetics. This kind of meetings can also function as a means of public relations.

Parties like the CHANEL Dinner are held by time to time. Celebrities like movie stars or top models are invited to join as to boost CHANEL's popularity.

Cooperating with websites is another way of promotion. In 2002, the company cooperated with style.com, and issued The Travel Chic Shopping Guide. It chose items from CHANEL and suggested for summer travel.

And exhibitions are also good media. CHANEL Mobile Art Exhibition is being held in Hong Kong from Feb to April 2008, and after that, they will move to Tokyo, New York, London, Moscow and Paris. The exhibition has a show including twenty well-known artists and some installations and stimulations about CHANEL. One thing to mention, famous architect Zaha Hadid designed the exhibition house.

Last Christmas, a group of Bearbricks, Japanese figures suggestive of cuddly ultramodern bears, romped through CHANEL's SoHo boutique in animated splendor. The collectables enjoy increasing popolarity. And then something unexpected happened: customers yearned to purchase the Bearbricks, but CHANEL decided they were not for sale. We can see that, though it can bring extra revenue directly, crossover brings a great effect of promotion.



Last but not least, CHANEL distributes online newletters for its subscribers for promotion and information transfer purposes.

by Angela

Halls of Shoes @ Harbor City

Harbor City has long promoted herself as a “Shoes paradise” in Hong Kong from the 1st TV advertisement to the latest TV advertisement which is starred by recently hot model – Angelababy. With the recent promotion campaign, Harbor City has launched a 09/10 AW shoes exhibition – “Hall of Shoes 09”, opened from the last August to the early September. Highlights include F/W shoe previews of over 40 participating brands and a showcase of state-of-the-art designer shoes.

The main colors and decoration in the exhibition is in black, white and red color tone. Also, the big props used in the TV advertisement was also set in the exhibition, including the red high heels, compact case, the lip stick and a wall made by a number of shoes boxes.

Moreover, in the corridor the shopping mall, there were 6 Victorian Style tables in white color, with shoes in different brands shown on it, those brands were, a.testoni, ANTEPRIMA, D-MOP, J.M. Weston, Jimmy Choo, Juicy Couture, Kate Spade, Loro Piana, VALENTINO, Versus, Y-3 and etc. The shoes in total were worth more than $500,000.
Apart from that, shoppers could also vote for the pair they think is the most expensive, and stand to win a HK$3,000 cash coupon.

Glass.Fashion.Art Exhibition @ HARBOUR CITY

Harbour City co-organizq"Glass. Fashion. Art Exhibition" from 30 sept to 26 oct 09, with glass artist Ms. Janice Yeung. All exhibit articles take the glass as the primary materials, matches by the lumber, the hard place and so on auxiliary material. The manufacture process puts the thoughts and the skill extremely. Janice often needs to spend on one even several weeks,

The exhibition display glass handbags with designs based on hangbags of 12 internetional brands. They are Alfred Dunhill, Anna Sui , D&G, Emporio Armani, Ermenegildo Zehna, Furla, Gucci, Hermes, Lancel, Marc Jacobs, Tod's and Versace.

You can appreciate the glass art pteces and at the same time get to knpw the handbag trend of Fall/Winter 09, truly intergrating art and fashion into daily life.

Also there is a charity auction held during the exnibition period and all the proceeds will be donated to The Joyful ( Mental Health ) Foundation.Upset price is Hong Kong dollar $8,000.

ANTEPRIMA x HELLO KITTY II Exhibition @ Habour City

For the celebration of 35th anniversary of Hello Kitty, this is the second time that ANTEPRIMA launched the 'ANTEPRIMA x Hello Kitty II' wirebag collection. There is an exhibition in Habour City Atrium 1 to show the entire collection from 28th to 30th September.

The 'ANTEPRIMA x Hello Kitty II' wirebag collection is not only launched in Hong Kong, people can also buy them in Japan, where is the originated country of Hello Kitty and ANTEPRIMA designer-- Izumi Orgino.

There are several celebrities and VIPs attended the exhibition, including Fiona Sit, Stephanie Cheng, Maggie Cheung Ho Yee, etc. There are so crowded, so many reporters, photographers and passengers.

I think this exhibition is so successful to raise arousal of the public, and it is so interesting that a high-end, sophisticated fashion brand would make the crossover with a cartoon character again and again!

AWI-Cerruti Fashion Design Competition 2006

It was the first time that the Australian Wool Innovation (AWI), world-renowned fashion designer Mr Nino Cerruti and The Hong Kong Polytechnic University jointly organized The AWI-Cerruti Fashion Design Competition 2006. It was open to all full-time and part-time students all over the world. In the competition, it required the participants to use Australian Merino Wool as the main fabric for their design. The objectives of this competition are to introduce students the traditional yet fashionable MERINO WOOL fabric and arouse their interest in fashion design. Students can demonstrate both their artistic ability and fashion talent on the international stage by creating innovative wool designs.

Press release was used to arouse attention around the world in order to attract more students to join this competition. For example, The Hong Kong Polytechnic University had sent web mail to all the students who were studied in the institution of textile and clothing in order to encourage them to take part in the competition.

Besides, attractive Awards were also used to attract more students to join the competition. For the grand award, AUD5,000 and work experience at the Cerruti office in Italy was offered. And the first runner-up will be awarded for AUD3,000 and 2nd Runner Up is AUD2,000. This can be one of the motivations that drive students to join the competition and arouse people’s attention.

The event also held a special reception. It was graced by the presence of Prof. Poon Chung-kwong, PolyU President; Mr Nino Cerruti; Mr Graham Stewart, General Manager of Textile Technology of AWI; Mr Mark Wood, Trade Commissioner of Australian Trade Commission; and members of the fashion and textiles industry.

by Angela

Pink Action

Apart from commercial purpose, a brand can also promote herself with charity, and perhaps, Pink Action is nothing new to public nowadays.

Breast Cancer Awareness Campaign launched by Estee Lauder Companies Inc. embraced the world in pink. The theme of this year is "World Pink. World without Breast Cancer. Waer a Pink Ribbon. Make a Difference." From October onwards, 10 of the Estee Lauder Companies Inc.'s most luxurious and sought-sfter beauty brands started to sell products to raise money for research to eradicate breast cancer.

Brands involved including Clinique, Bobbi Brown, Estee Lauder, etc. There are products like limited long last glosswear key chain and Pink Ribbon Collection provided to customers.

Days before, an oping ceremony of the Pink Campaign was held in the Millennium Square, which was in a very large scale with many celebrities and media involved.

As mentioned before, maybe this kind of collabration between brands and charity is nothing new at all. However, I do think that it is really clever and innovative to join hands with cosmetics. It is because cosmetics are women's must have items everyday, meanwhile, women have to be aware of breast cancer everyday. So, every morning when they are using those cosmetics to make-up, they are reminded to check their breasts and that they need to go to their doctors for a mammogram every year.

Besides, such large-scaled opening ceremony can draw public awareness and attention and it is quite new to hold a event at Millennium Square, as it is a very serious place ordinary.


by Nicole

Barbie Celebrates 50th Aniversary at Harbour City Exhibition

Barbie shows off her wardrobe this Easter.

Forever young, Barbie just turned 50 on March 9 this year! To celebrate her 50th year birthday, over 50 were invited to design her outfits. Barbie’s agent, Mattel has taken this celebration on a worldwide tour, the ‘Pink Barbie and fans’ tour is in Hong Kong over the Easter holidays. The tour started in New York at Barbie’s first-ever runway show at the Mercedes-Benz Fashion Week on Valentine’s Day, followed by a quick stop in Shanghai to open her first store in China before arriving in Hong Kong.Starting today, April 9-10, there is a showcase of 180 Barbie dolls on display at Harbour City, Tsim Sha Tsui. If you grew up with Barbie and feel like taking a trip back to memory lane or just want to check out her designer outfits, head on down to Harbour City, during the Easter break. Barbie’s modeling Calvin Klein, Vera Wang, Diane Von Furstenburg, Christian Dior, Kate Spade, Armani, Anna Sui and every other designer you can name. This doll has a better wardrobe us mere mortals!

Jimmy Choo for H&M Collection Ad Campaign

It is the first time that H&M is collaborating with an accessories brand, and also it is H&M's first shoe designer collection. Jimmy Choo is a Malaysian fashion designer based in London. He is best known for his hand-made women's shoes, Jimmy Choo Ltd. Since its launch in 1996, Jimmy Choo has been such a phenomenal success that the brand name has become part of popular culture - say the words “Jimmy Choo”, and you know you mean shoes. In Hollywood, Jimmy Choo shoes have become a red-carpet essential, and have been worn at the Oscars by winners such as Cate Blanchett, Halle Berry and Hilary Swank among many other actresses.

By Karen Lam Ching