A FREE BOXER

This is a boxer crossover by a Japanese fashion brand- UNIQLO and a fashion magazine- Milk. The boxer is a free gift selling with Milk magazine. It is a exclusive merchandise which only sell with the magazine. This style was not going to sell in the store of UNIQLO.

For the boxer itself, eye-catching color was used. This certainly arouse people's attention to stop a while when walking pass by the newspaper store or convenient shop to see what it is. Male readers who are interested would buy one as the cost was not high. It is just a few dollars more than the normal version of the magazine. To the potential consumers, it is worth to spend a few dollars to try this product on. As for the underwear products, it is not refundable or exchangeable if they purchase from store. This so call "free gift" could lower the consumer's barrier to try the product. Once they find the product's quality is good, they would continue the purchase boxers at UNIQLO.

Complementary with the gift, there is a few pages inside the magazine introducing the brand and her product, including visuals of boxers in different style. So that readers who are interested in the boxer could find further information, whether there is any styles suits them. While the others who are not buying the version with gift could also know the brand.

BY MAVIS

Capture your 'Fashion Moment' in IFC

What's the 'Must Have' items in this season? What's the signature look in Fall/Winter? You may flip through magazines, watch fashion shows, go to the fashion blogs to find the answers. Now, there is one more way to explore-IFC mall.

As fashion is not just something about apparel, but also includes art, photos, music, attitude, lifestyle or etc. So IFC mall is presenting the Fashion Moment of Fall/Winter 2009-10 in an innovative way. It is organizing a multi-perspective fashion & photo exhibition which highlights Hong Kong's first mannequins in motion. The exhibition integrates the graphic creations from famous Paris fashion illustrator Lovisa Burfitt and the work from local fashion photographer Phoebe Wong to present the latest fall winter collections of several top fashion labels such as Agnes b., Anterprima, Atsuro Tayama, Hugo Boss, Etro, Lane Crawford and Lavin. The collections are showcased by roving mannequins, which offers customers dynamic perspectives of moment and shopping experience.

As the exhibition is also about art and photo, customers can get aspiration from the graphic arts and illustrations from Lovisa Burfitt. Besides, photos taken at major fashion shows and backstages by Phoebe Wong also demonstrate the latest fashion trends and glamourous side of fashion.

After looking at the exhibition, customers should definitely have the initiative to go shopping. To encourage customers to spend, a gift voucher of $100 and limited edition of tote bag designed by Lovisa Burfitt will be given to customers who spend $3000 or more at the mall.

Apart from this, customers who visit the exhibition will be invited to take a snapshot by Polaroid to show their own unique style and precious 'Fashion Moment'. Selected photos will be uploaded to international fashion website for sharing!

Fashion Moment 2009:

Date: Sept 8 - Oct 4

Venue: IFC mall

Updated by Holly Shum

Six to Five

Six to Five is Rain's first own fashion brand, and it was launched on December 23rd 2008. The label 'Six To Five' is described by Rain as coming from the idea of having an extra sense, ie. from five senses to six. This label name also is said to represent his birth date, 6/25.

To promote this brand, a series of Rain's fashion concert was held. Many stars came to support him, such as Lee Hyori, Kim Suna. and Chae-Rim. Rain designs and models the clothing, and he also performed in the fashion concert. Many fans rush to watch his fashion concert ands so the show ceated a great noise. The idea of mixing fashion show and concert is successful in many place, like Hong Kong, Macau... Apart from lanching the concert, Rain also responsible for the catalog shooting. I get known of this brand because of the promotion of the concert. So i went to the Six to Five official web site to see the fashion items.

This is the promotion campaign in May 2009. Customers who purchase over 200000 won can join the lucky draw to get the prize. I am sure his fans will attract by this since it can win the opportunity to travel and watch his concert.

Neighborhood X Coke Zero

Walking into convenience store 7-Eleven, I am attracted by the new design of the Coke Zero Can.

Crossover campaign is a more and more common promotional tool used by the fashion retailer. It has Bape X Pepsi, Union X Pepsi before, and once again, another japanese streetwear Neighborhood is collaborated with Coke Zero. In this collaboration, all of the Coke Zero Cans have a new design feature, in which, Neighborhood design is on one side which Coke Zero Design is on the other. Both image of Neighborhood and Coke Zero are giving people all black feeling, so they are mixed and matched so well for the whole feeling.

During the whole campaign period, consumers have the opportunity to get some special edition Neighborhood X Coke Zero items such as tote-bag, t-shirt and USB stick while they are buying a specific product line.

To be honest, I am not a Neighborhood fan, but this crossover did attract me to have a look in Neighborhood store. I think collaboration with a well-known brand is quite a good method to promote its brand as it can increase media coverage and thus people can have more idea of the brand. Believing that "you may be a fan of this brand later or in the future even you are not the fan at this moment", I think it is a good way to promote the brand and reach to more customers, at least Neighborhood may attract fans of Coke Zero to come into store and make purchase even they are not Neighborhood now. Yet, chanlleges are seen as there are many other fashion retailers teamed up with soft drink brand before, consumers may think it is no longer a creative way to promote the brand.

By Suetling

This is a promotional event held by H&M from 7th to 13rd of September in 2009. With the coupon, customers can purchase at least 2 items in the shop and enjoy 20% off on the highest priced item. I think this promotional method is quite special. Since most of the retail stores offer discount to the lower priced item only when they are practicing similar promotion.

I think this promotional event is very effective as it make noise in the market. Despite of whether or not the event can generate how much financial returns to the company, it encouraged customers to go to the store and shop around. It is more likely to enhance the slaes volume of the stores and to build up store image in customers' mind.

by Suki

Quiksilver 40TH Anniversary Celebration

This is an advertorial form a local magazine called Jessica Code. It reports a public relation (PR) activities held by Quiksilver in the last summer. It perfectly shows how Quiksliver utilizes PR to promote it brand image to its customers.

Firstly, it held a “QUIKSILVER 40TH ANNIVERSARY WAKEFEST PARTY”, which took place at Club No. 9 in Hong Kong last night. The party was rocked with bikini show, games, models, and special guest celebrities. Teen idol, Chen Weiting and Zhong Shuman were invited to represent the Quiksilver and Roxy Style. This makes a combination of elements of what media and its customers like—party, bikini and celebrities.

The party was followed by a Quiksilver sponsored Wakefest 2009 Wakeboard Contest, which goal is to have more young guys and girls getting out to the beach to develop their surfing senses and has a good time in Hong Kong.

Although in the ad, you may not see Quiksliver selling their product, but it water sport image have already subliminally stick in your heart. Believe it or not? Quiksliver may be the first brand you would recall next time when you buy play water sport wear.

GUESS "A Star Jean"

I believe most of the Hong Kong's Internet surfers will use yahoo! as their homepage. When i go to the yahoo!, i saw an advertisment of Guess. The slogan is quite attractive that is "To win Guess 09 Fall Jeans" and Shu Qi as the spokesperson (her legs look so slim and long). It is easy to catch people's attention and then click the advertisement. At least i do so.

It is quite interesting to win a Guess Star jeans by guessing the amount of crystals on the jeans. I think this promotion is quite work because the advertisement placed in a right place(Yahoo!) and the game can arouse the attention of Guess's target customerson that product which is the Guess Star jeans with 550 to 600 crystals on it. And of course Shu Qi wear the jeans well.

Because the internet is so important in our daily life, advertise on different websites and do promotion online will be the trend and important issue on promotion. And some interactive activities can also help on promotion.

By Ester