American Apparel - "5 Deals Days"

Location: American Apparel Website

This special promotion is found when I am browsing the website of American Apparel. American Apparel is one of my favorite online shops and I will go there to check the new arrival regularly. As American Apparel does not have stores in Hong Kong, the online shop would be the only access for me to buy its stuff.

This promotion is called "5 Deals Days" and it' s started from December 11. In the following 5 days, each day would have a different surprise deal that only last for 24 hours, and these deals will not be seen again. For example, the first day was “40% off for selected denim and corduroy styles" and the third day was "50% off for not-so-basic tee and fleece". While for today, it's "50% off for assorted printed styles", customers can click on "shop today's styles" to see which styles are included in the special deals.

I think this promotion is pretty interesting and creative. Unlike the other promotion for online shops, this promotion is announced to the public, but not only through newsletters to the subscribers. This can let more customers enjoy the special deals and share with their friends.

This promotion can also attract customers to check the website regularly, as it will not announce the special deal until that day, customers have to visit the website each day to find out what's today special. At least I am attracted to visit the website everyday to see whether the today's special is suitable for me or not.

So, I would like to share this special promotion to you guys. Please hurry up as it's already the second last day for the promotion.

By Macca

Fancl Christmas Greeting Card 2009

Christmas is coming and it’s time a fashion retailer to greet her customers thereby maintain good relationship. To achieve this purpose, Fancl practises direct marketing. A Christmas card was posted to VIP members. In order to prevent discarded without being read, the paper quality of the envelope is high and the colour of it is charming.

Furthermore, to improve the attractiveness of the greeting card, it enables customers to do a little artwork, and then transform it into a 3-D card. This can enhance the memory of customers about Fancl’s Christmas greeting card. Meanwhile, a coupon is attached with the greeting card which offer a free redemption of 2010 Fancl diary by presenting it in any Fancl stores on or before 24th December, 2009. This encourages customers to visit Fancl stores before Christmas. Actually, a visitation means an opportunity for Fancl sale associates to persuade customers to make a purchase.
A simple greeting action not simply greet!

By Sophia

Graniph X Paypal special offers

This post is about the cooperation of the Japanese brand Graniph and Paypal. If you buy anything from Graniph and at the same time you use Paypal to pay, you can get the special offer. That is the free shipping to Hong Kong, and 15% off discount.

I think this collaboration is creative and attractive because many Japanese brands don't have shipping service to HK. Some brands may have the service, however the shipping fee is not cheap(about $70 - over$100 per order). If i can buy the products in HK, i have to go to the parallel store and buy it in a higher price. Moreover, Paypal is a famous online payment method and most online shopping lovers may have Paypal accounts, therefore it is easy to attract customers to shop in Graniph's online store.

To conclude, i think this cooperation can benefit two parties and also the customers since they can buy Graniph in a reasonable price rather than the high price in such parallel stores.

http://www.graniph.com/contents/paypal/index.html

by Ester

Ligia Dias Collection for Club Monaco

Location: Club Monaco in Harbour City

These pictures are taken at Club Monaco store in Harbour City. There are two window displays for the store and they are separated by the entrance. As Christmas is coming, that’s the sales promotion period for most of the fashion retailers and they always decorate the window with some Christmas elements.

For this Club Monaco’s windows, one side is displayed as usual, merchandises on mannequins with a black and white catalogue photo as backdrop. But a little twist is added to represent Christmas coming, an extremely long and bulky red scarf is wrapped on the mannequin and just let it drag on the floor. Actually the red scarf is quite eye-catching even standing far away from the window. This little red element can give me the feeling of Christmas and it would not be too over-decorated.

For the other side is promoting the accessories collaboration with Ligia Dias. Ligia Dias is an accessories designer comes from Paris. After staying in Lanvin for three years as accessories designer, she started her own label in 2005 and had some collaboration with Comme des Garcons, including accessories and knitwear. She is famous for combining different materials as accessories and taking contrast and balance between materials.

Actually I like the collaboration between Club Monaco and Ligia Dias, the products look really nice but I do not think this window can attract customers to have a look on the merchandises if they do not know who Ligia Dias is. The window just putting the product photos as backdrop and display in boxes, it is not creative and cannot outstand the products. I am wondering would it be better to custom-made a very large necklace, and hang it up in the window. Would it be more attractive and better to show the contrast between materials?

By Macca

Esprit

I did not notice the new flatship store of Esprit when I passed through the Beijing Road. I discovered it until I was getting on the bus. I looked around and the lighting attracted my attention.

The LCD light can also form different font, different words, different colours and pictures and also give motion.














The light was shining and the whole building was very eyecatiching . At the first sight, I did not realized it is Espirit as it was very eyecatching just like what LV did before. If this lighting was placed at Canton Road, it may not be that eyecatching compared with the other big brand like Chanel and LV. However, it is very eyecatching when it placed at Beijing Road. It attracted many tourrists' attention and also the people at the car are also pay attention to it.

There are 3 Espirit store located at TST. It is a good strategy to let travellers know the brand and it is an attractive promotional tools that catch the attention of travellers and passengers on the bus or other transportation.


yoyo

Lane Crawford X Zuny paperweight X Children Cancer Foundation X Installation

Location: Lane Crawford Pacific Place

Lane Crawford exclusively launches limited edition Zuny animal paperweights to raising fund for Hong Kong based Children’s Cancer Foundation. Actually, Zuny is a company specialized in the design of simple, genial and creative leather-made home accessories. This collection consists six different animals—reindeer, monkey, bear, mouse, elephant and giraffe; all with its own characteristic and promise to inject a touch of fun and quirkiness to anyone’s home.

A different animal launches separately from 7th November to 25th December, 2009 in all Lance Crawford stores. Customer can directly buy each of them at a price of HK$200 but for those who have spent HK$1800 in Lane Crawford can make a purchase at a lower price—HK$ 120. Sales promotion, purchase with purchase program, is used to complement this cause marketing activity.

In order to better draw the attention of visitors in Lance Crawford stores, installation of the enlarged Zuny family is ocated in stores.

The additional advantages of the installation are that it helps to create are funny and happy store atmosphere and enrich the shopping experience of visitors. To a certain extend, they also refresh the mind of sale associates in stores.
Therefore multi-beneficial condition is created including the image of Lane Crawford is improved, the popularity of Zuny is raised, the fund for Children is generated, the shopping experiences of customers are sweetened and the working attitudes of sale associates are fruited.

By Sophia

1st Anniversary of NSW

When i walk passed by Causeway Bay, I find something interesting.

It was the first anniversary celebration of Nike's NSW store in Hong Kong.

NSW [NIKE SPORTSWARE] is a new line of Nike selling merchandise with more trendy and fashionable style. It entered Hong Kong's market a year ago. Now it is gaining public's awareness.

To celebrate the anniversary and to further promote this line, Nike has decorated the NSW store and organized an exhibition, " AW77-THIS IS MY HOOD". The exhibition was held temporary at a ground floor store near the NSW store on Pak Sha Road.

At the entrance of the NSW store became a playground area with some amusement gadget, including a carousel. Nike invited a local fashion icon, Wyman Wong, to design this playground. All those gadgets are covered with gray fabric, which is a very popular color this year. Those materials used in decorating [fabric and zipper] are the same as the promoting item, AW77. This act could help create a total look for the exhibition and make the whole thing more stylish. Some of these are allowed to play with.

The playground is really attractive to every one ranging from kids to adults. Since the gadget is covered by gray fabric, adults are more willing to play on it. Those amusement gadgets could help Nike to convey a young and playful image to the public. By playing those gadgets, consumers can also touch and feel the texture of the material used in the products. Besides that, the carousel with light bulbs could definitely draw the attention from pedestrian. And thus invite them to come to the store as well as visit the exhibition near by to explore more.

By Mavis