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

Emporio Armani Screen for Video

Location: Emporio Armani at Harbour City, Canton Road

These pictures are taken at the Emporio Armani store in Harbour City. There are screens setting at the entrance of the stores and as the window displays. The video broadcast in the screen is actually the runway show of Emporio Armani. The images played or projected in the screen are quite clear and smooth in reality, and this is a nice idea to play the runway show as the introduction for the customers and attract them to visit or enter the stores.

I know setting screen or projected images as parts of the visual merchandising is not any new concepts or ideas. But these videos were easily to capture my attention when I passed by the stores. The reasons why these videos impressed me are not related to the brand (Emporio Armani is not my favorite brand actually), it may be due to the movement and lightness of the videos. People are easily to be attracted by something in motion and colorful, rather than 2-D images and I think this would be the reason.

As we all know that the stores in Harbour City or along the Canton Road are mainly luxury brands, it would be quite difficult to outstand the stores or brands from the competitions. But at the moment I passed by Canton Road, I think Emporio Armani already did it. As I mentioned, playing video is not a new way in communication or promotion, but I think it is an effective way and also in a relatively flexible (you can play whatever you like) and lower cost approach.

By Macca

BeLLE visual merchandising

Last week, I saw an interesting visual merchandising in BeLLE store in Taipo. Three dice-like cubes were hung asymmetrically. Pictures featuring people and products were printed on the cubes. When I walked closer, I saw the pictures were the portraits of Rick Chin, the famous make-up artist, and young model Chrissie Chau.





Recently, BeLLE collaborated with Rick Chin and Chrissie Chau to promote new shoes. Why BeLLE invited Rick Chin?? Because the theme of its promotion campaign was “Trendy x Fashion”, which indicated that BeLLE new shoes collection was in trendy colors and matched well with make-up. Rick Chin was invited to organize a workshop to teach customers make-up technique and the ways to mix and match with BeLLE shoes. Due to the fame of Rick Chin, many ladies joined the workshop. Besides, Chrissie Chau was invited to be the model and demonstrate the products. The campaign could create great noise because Chrissie Chau, well-known for her sexy image, not only could attract customers’ attention, but also medias to report the event.
BeLLE could widen its customer base and also boost sales.

By Holly :)

Ticket by Azona

The new concept of Azona, Ticket by Azona has mentioned by my groupmate in the previous post. In the previous post, the theme of Ticket by Azona is travelling and Tokyo is the theme at that period.

Now, the theme is PARIS which is a romantic place that many Hong Kong girls love there. As long as you buy anything from Ticket by Azona, you can get a tote bag with no print. In the store, there is a corner with many beautiful stamps(some are letters, some are the patterns which related to Paris), and the purchased can stamp their tote bag in the store. It is quite funny and i never seen this. The process of making of is not difficult, and i feel interesting~ And i saw some itc girls got that bags, too. It seems the concept of Ticket by Azona is fine and attractive among the young girls. Below is my bag...






By Ester

Showcase in Cityplaza

I was shopping in Cityplaza at Taikoo and saw a showcase as below pictures.

It seems nothing special of the showcase, but I like this idea of showing products of different retailers found in Cityplaza at the center of Cityplaza.

In a such big shopping mall, it is always difficult for us to shop all especially for Hong Kong people who are busy all the time. By showing products of different fashion retailers on the mannequins with mix and match style, people may save their time to search for the right product. People can simply go straight to the right stores to shop if they found the right items while they are seeing at the showcase.

Other than saving time, it helps promoting the stores in Cityplaza. The showcase creates a great shopping environment to shoppers. People are encouraged to shop as more as possible in Cityplaza in order to get the total look which is fashionable as the mannequins present. Also, it suggests the way of dressing good to the shoppers, so they may make up their mind of purchasing the particular product while they are struggling which product should be selected.

Place: Taikoo Shing Cityplaza

By Suetling

Puma's Free Ice-cream

Last Saturday I was shopping in Causeway Bay, it was a bit cooler on that day and people are just rushing for the Sogo Thankful Week. However, I saw a long queue outside MCL JP Cinema. So I just wonder why???

Actually, people are queuing up for ice-cream!!!
Puma is promoting its latest Japan Goose Down Jacket. Staff of Puma will put on the down jacket, distributing leaflets for everyone to get a free ice-cream.




This is the ice-cream car by Puma with models dressing on the down jacket, bring a message to public that "Create your own style".


About 1000 ice-creams are being distributed throughout the event. But I was too unlucky that I didn't get one. This coming weekend, Puma will continue to launch this event in Tsim Sha Tsui. Grab this chance and enjoy your free ice-cream. Probably you will not get cold easily with Puma's Down Jacket on.




This event was so successful that it had attracted a lot of attention and arouse noise among the public. Hong Kong people are money-minded and they do like having "jetso". Puma's act can get more people know more about its latest collection of the down jacket without paying huge expenses and efforts.
Although the queuing people may not be Puma's target market, it can still create noise by doing this.

By Joyce

Body Shop

This is a leaflet i've taken from Body Shop. It is about a current collaboration event held by Body Shop, BCLARC and ECPAT for stopping Sex Trafficking. The leaflet include the information of current sex trafficking situation in the world. Also, there are cases shown in the leaflet to share their experiences.

In Hong Kong, we are very lucky that the sex trafficking problems are not serious. However, Sex trafficking are affecting many children and young people in the world. Every year, there are over 180 million children suffered from the problem.












Body Shop has launched a special Hand Cream for the event so as to raise fund to help the victims. The hand cream is named "Soft Hands Kind Heart Hand Cream" meaning that consumers can help to improve the problem by their hands. That's why a hand cream is chosen to be the fund raising product.


I think this event is very meaningful and is an effective way to promote the image of Body Shop. THe leaflet can carry out information about the Sex Trafficking problem in the world and arouse people's attention to the problem. Consumers can take away the leaflet and carefully read it to the current situation. On the other hand, it showed the social responsibility of Body Shop. Moreover, using hand cream as the fund raising product is interesting that it have the hidden meaning. Therefore, i think this event is effective and successful for the coporate and the charity organization.

By Suki

H&M X Jimmy Choo

It is quite cold in this morning, however, many people still got up early to queue at the entrance of H&M.

Again, the crossover promotion event attracted about 300people queue before the opening.

Who is the guest designer crossover for this time? Jimmy Choo who is famous for its shoes design and this time he crossover with H&M to launch the women, men and accessories line.
Almost every time H&M made crossover with designers that would create noise such as M by Madonna, Comme des Garcons, Matthew Williamsons, and this time is Jimmy Choo.

Actually, it seems like a win-win situation which not only boosts the sales of H&M, and also will increase the awareness and publicity of the designers.
The sales of H&M of that day will hopefully increase double or even much more. The consumers acted irrationally when they enter the gate of H&M, they run in order to compete with other customers to get what they want.
It could also create the noise and increase the awareness. It is really a gimmick that can build H&M’s image, chic and reasonable price. Since the crossover promotion campaigns launched by H&M, more and more fashion brand also launch their crossover campaign, such as uniqlo.

Will this kind of promotion no longer create gimmick when people just get used to it or it will continue to be successful? I think it really depend on the impact created by retailers and also the designers. Let’s guess who will be the next designer that H&M invite.

By
Yoyo

:CHOCOOLATE 3rd ANNIVERSARY×A BATHING APE

:CHOCOOLATE 3rd ANNIVERSARY×A BATHING APE



When I had lunch in APM food court last week, i saw a unique store located at the middle of the mall at the ground floor. At that moment, there are around fifty people surrounding the store. As the layout of store is unique, it got the attention from me and other shoppers in the mall even we are not the fans in both CHOCOOLATE and A BATHING APE.



there are some posters promoting and introducing the pop-up store in the shopping mall. Why CHOCOOLATE set up a pop-up store? the reason is to celebrate to establishment of the brand CHOCOOLATE for 3 years. They invite a famous Japanese fashion brand A BATHING APE to intorduce special edition CROSSOVER products. They launch tee, cap and mug to fullfill the needs of their fans and customers. CHOCOOLATE opened a POP-UP STORE to sell the co-brand product during 6/11 to 11/11 in APM mall in kwan tong.

In my view, it is a successful promotion method by using a pop-up-store which is located at such shopping mall for CHOCOOLATE. As APM targets young people, it can reach the potential target customers of CHOCOOLATE. Besides, pop-up-store is a new idea for their customers and other shoppers in the shopping mall so it can get their attention easily. Moreover, the cooperation with A BATHING APE is a surprise to CHOCOOLATE’s customers. It can follow the image of CHOCOOLATE that CHOCOOLATE emphasis on providing a fun environment to bring their customers a wow shopping experience. It is a good way to enhance the brand image of CHOCOOLATE.

By Donna

DKNY Mahjong Set

Location: Canton Road

DKNY is a stylish American brand, featuring the image of fashionable New City women.

It seems trendy American women may not know what is mahjong. But playing mahjong is a common leisure activity for HongKongers and it’s very popular among Chinese.

Now DKNY is doing sales promotion which offer a silver white crystal mahjong set (Cantonese and Taiwan version are available) if customers purchase over HK$6000.
The mahjong set is an attractive gift to motivate shoppers to purchase larger amount. And the provision of Cantonese and Taiwan version for customers to choose is sophisticated because her target customers local HongKongers and Mainland tourists play Cantonese version while Taiwan tourists play Taiwan version. If only one version is available, the attractiveness of this gift will decrease thereby the possible contribution of this sales promotion activity.

By Sophia

Citygate Outlets Ad

Few days ago, I saw a Citygate Outlets advertisement on the saloon window of MTR.

It was the 'heart' character with red flags that caught my attention. And later I figured out that the cartoon is called Bo, the Ambassador of Citygate Outlets.

The message of the ad is that Citygate Outlets is an exclusive and one-stop shopping place where famous fashion brands are included. Also, it describes in details that more than 80 international brand names, such as ANTEPRIMA, BALLY, Max Mara, BURBERRY, DAKS, dunhill and so on, are all offering year-round discounts of 30% to 70%.

Promoting on the saloon window can get high exposure because millions of people take MTR every day. They usually do not have things to do but look around, so they can easily notice the advertisement. Besides, all the saloon windows in the whole MTR are sticked with the ad, when the MTR passes by, people in the platform can also read the ad. Hence, increases the public awareness to Citygate Outlets.
Not only can the ad expose to HK people, but also attract the Mainland vistors. Nowadays, many Mainland people visit HK and go shopping. They are very eager to buy high-end fashion brands. After their travelling in HK, they usually go back China by MTR. So they can read the ad and will be attracted by Citygate Outlets that offering many international fashion brands.
As Citygate Outlets is located in Tung Chun, some people may not know how to get in there. In the ad, it tells people the address of Citrgate Outlets and the exit of MTR, which tells people that MTR can bring you there. Overall, both Citygate Outlets and MTR can have win-win benefits.

Place: MTR saloon window

Updated by Holly Shum

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Showcase in Admiralty MTR Station

Place: Admiralty MTR Station

By: Suetling

This showcase is found in the Admiralty MTR Station. It is the showcase of Acetex Fashion Group which sells luxury ltalian brands such as Prada, Fendi, MazMara and others, particular for office ladies. And the prices of most of the products are lower than that in the own specialty stores. The discount rate can be as low as 50% off during the sale period of Acetex Fashion Group.

I think this is quite a good communication method by using the big showcase. The showcase is placed in a suitable location. First, as Acetex Fashion Group is located at Far East Finance Centre, Admiralty which you can clearly see the address and the telephone number while looking at the showcase. People can go and shop in Acetex directly if they like the products or they can remember it and go there next time with the address written. Second, Admiralty MTR Station is always crowded with people, and the potential target customers who are office ladies are always the group to work in Admiralty, so the showcase reaches the target customers easily, also it can increase its public awareness by putting in a place with high traffic.

Merchandises of different luxury brands are mix and match together inside the showcase. People look at it seem like looking at the window display of Acetex Fashion Group. It acts as a moblie visual merchandise for Acetex Fashion Group. So, it also increase impulse buying behaviour of customers by looking at the stylish products.

In addition, the big size of the showcase and placing it in the middle of the MTR station is one the reason to make it as a significant promotional way. It is because people can see it even they are busy or in the peak hour. It is interesting to see a fashion showcase in the MTR station and I am also the one to be attracted in the peak hour.

I guess many people do not familiar with Acetex Fashion Group and so do I as it is not very popular retail store in Hong Kong. People are familiar with Twist which is operating in a similar style as Acetex Fashion Group. Therefore, it can increase the publicity of the whole retail store to the customers. More people will get known to this store and they will consider to shop at Acetex Fashion Group when they plan to buy luxury italian brand products in a more affordable way.

joyce

coming soon

A new perfume

How would you promote if a new perfume is launched? Normally, we will see some salesperson distributing a card with the perfume sprayed on it. That is passive and not really that effective. The salesperson just stay at a particular site, waiting the pedestrian to get a sample. Sometimes people just pass-by but not interested in getting one sample. Even though the sample is distribute at a very busy area, the exposure is still relative low relative to the whole city's residence.

Recently, I saw a perfume advertisement of ISSEY MIYAKE in a magazine. It is very simple in the sense of graphic. A plain background featuring with the perfume bottle. But the little rectangular lid catches my eye. What is it under that tiny lid? Of course, I have an answer in my mind. But still, I will open it to check I am correct or not. It is very normal that any one would be curious in finding the answer. Finally, I found that the answer was the same as my guess. And eventually, every reader would have smelled the scent of that perfume just like me.

May be you would argue that it was not a trick, but only work functionally to keep the scent and not wetting the other page. Yes, it is sure that the lid serve these function. Assume this is the only reason for placing the lid. Using magazine to promote a perfume with sample is also a fresh and effective idea. This is the first time I see this kind of advertising method. May be to some readers, it is not new. But i guess, a least some readers haven't seen it before like me. It is still innovative to some readers. And for the readers who already knew this trick. They would also open it to smell the new product. They do not get any loss by doing so.

The targeting group of readers of a magazine may probably quite larger. The chance of hitting someone to take a smell of the new perfume may be much larger than distributing samples on the street. It is more effective in the sense of hitting the audience interest. Besides that, no matter with the salesperson or not, the company would still launch advertisements in the magazines to tell the public a new perfume is launched. So this way may probably cost effective. And the effect of these kind of advertisement would be definitely better than just illustrate the perfume bottle on a page.

BY MAVIS