Sunday, June 21, 2009
Audi Fashion Festival
I have selected Audi Fashion Festival for my field trip. The Audi Fashion Festival 2009 will exhibit the creation of both the best of international and local designers as well as a preview of the most stylish cars this year - the new Audi A3 Cabriolet.
I have went to the official show; “The Ashley Isham Couture Showcase brought to you by Lee Hwa Jewellery” on 8 May 2009. As all the tickets have been sold out thus I went to the exhibition at the Wisma Atria atrium which brings Ashley’s unique glamour and vision to the public. Based on my research, it stated that both Ashley Isham and Lee Hwa are two of Singapore’s biggest and brightest fashion brands that are leading the way in taking Singaporean fashion branding to a global stage.
Exhibition at the Wisma Atria atrium
Audi Fashion Festival
Compare its marketing strategy with a similar festival in another city
A similar festival that has been successful in another city in terms of its marketing strategy will be the “2009 L’Oreal Melbourne Fashion Festival”. Based on my research, it stated that this Festival is Australia’s largest consumer and retail driven fashion event and it will launch the latest autumn/ winter designs, while celebrating the best of Victoria’s fashion, retail and creative sectors. It will be held on 15 to 22 March 2009.
The marketing strategy consists of experiential and facilitating components. Experiential components refer to Product, Place, Programming and People. Facilitating components refer to Partnerships, Promotion (Communications), Packaging & Distribution and Price.
- Product:
Both the fashion festivals, Audi Fashion Festival and “2009 L’Oreal Melbourne Fashion Festival” have clearly identified that what their potential customers seek for will be the new fashion designs and the new market opportunity. It is essential to note that what the potential customers need, want and will pay for when purchasing a product.
- Place:
Both the fashion festivals have located their runway shows at an awesome location. They were located at a destination that is well-known for both the foreigners and locals. “Audi Fashion Festival” was held Tent@Orchard, Ngee Ann City whereas “2009 L’Oreal Melbourne Fashion Festival” was held at Peninsula, Central Pier, Docklands. Based on my research, it stated that Peninsula at Central Pier Docklands is Melbourne’s largest and most avant-garde waterside event space setting with new standards in culinary innovation and design. Peninsula can also host 1,400 people for a sit down event or 2,800 for a cocktail party.
Tent@Orchard
Ngee Ann City
In terms of the setting and atmosphere, both Fashion Festivals have its own distinction. Tent@Orchard has a glass facade around its VIP lounge, whereby it will be visible to passerby on Singapore’s busiest shopping street. Luxurious furniture which was designed by Baker, the legendary furniture lifestyle brand will be used as the decoration. Whereas Peninsula projected in a majestic style with stunning 66-metre crystal chandelier designed by Melbourne lighting designer Dean Phillips that spans the length of the room comprising 1,188 cut crystal pendants. Furthermore, it has an impressive custom built 46.5 metre white concrete catwalk whereby audiences will see Australia's top models strut almost 100m each walk to showcase the latest autumn/winter fashions.
Glass Facade
- Programming:
Both the Fashion Festivals have done fabulous programming within its event. Their official shows and parties have indeed captured the needs and wants of their target markets. Audi Fashion Festival has a total of 11 official shows which included the opening gala and closing show and 6 satellite events such as the afterparty series, exhibition and in conversation hosted by Colin McDowell with Gareth Pugh. Whereas, L’Oreal Melbourne Fashion Festival has organised a Designer Award programme, 17 official shows such as the Opening Party, L’Oreal Paris Runway, Fashion Collections and Independent Runway and 16 special events. The quality of their shows and parties in term of their music, lighting, colour of the stage and time span were well designed and organised. Their shows and parties have provided escapism for the public during this bad economy periods.
- People:
Both the Fashion Festivals have outstanding and vibrant team members. The hospitality offered by the staffs and volunteers will directly shape the customers experience. They will constitute a large part of the event experience which is vital to the success of the event. Furthermore, having important casts such as the fashion designers and international top models that both the Fashion Festivals have invited also contributed to the success of the event.
- Partnerships:
Both the Fashion Festivals have a number of sponsors and partners supporting their events. Audi Fashion Festival has 5 sponsors and 17 partners. Whereas L’Oreal Melbourne Fashion Festival has 11 major partners, 5 event partners, 15 official product partners, 10 platinum partners, 10 gold partners, 21 media partners and 1 official charity partner.
- Promotion(Communications):
Promotion refers to the full range of “communication mix” which included advertising, public relation and sales promotions. The communication mix requires ongoing management and relationship building, not just one-off efforts.
Both the Fashion Festivals have done marvellous promotion for their events. Ashley Isham has worked with Coca-Cola Singapore to put his design on over 100,000 commemorative bottles and one million cans of Coca-Cola light for the Audi Fashion Festival 2009. This will help to promote the Festival through an outdoor campaign. Besides having the fashion catwalk shows, they also provided a diverse range of immersive experiences such as having exhibition, forums, satellite events and engaging talks to further enhanced and advertised the event. For instance, L’Oreal Melbourne Fashion Festival signed up twitters which provided the latest news and updates and it also allowed the public to exchange information about the event.
- Packaging & Distribution:
In terms of packaging, Audi Fashion Festival offered 1 dinner and runway show, 3 timeout after party series and 3 cocktail receptions and runway show. Whereas, L’Oreal Melbourne Fashion Festival offered 1 runway show and supper, 5 runway show which includes refreshments and a gift bag, 1 L’Oreal Paris Beauty Workshop which includes light refreshments, Marie Claire magazine and a L’Oreal Paris gift bag.
Distribution network is crucial when selling tickets. Intermediaries of various types will be required. The tickets for Audi Fashion Festival can be purchased online; tickets.com and SISTIC while the tickets for L’Oreal Melbourne Fashion Festival can also be purchased online; ticketmaster.com.au.
- Price:
Both the Fashion Festivals have a standard and reasonable pricing for each show. Besides this, Audi Fashion Festival offered 8 “by invitation” admissions and 2 free admissions whereas L’Oreal Melbourne Fashion offered 3 “by invitation” admissions and 4 free admissions.
Audi Fashion Festival
Best Practices for both the Fashion Festivals
I felt that the promotion for Audi Fashion Festival is the best practice. Ashley Isham will incorporate with Coca-Cola Singapore to put his design on over 100,000 commemorative bottles and one million cans of Coca-Cola light. Ashley Isham is known as a creative and stylish fashion designer in the international and regional countries. This will help to signify Coca-Cola as a significant and uniquely product for Audi Fashion Festival 2009.
Furthermore, I believe that by having the world's best-selling drink; Coca-Cola to have Isham design on their iconic bottle and also displayed those bottles at Isham’s Fullerton Hotel boutique; it will surely help to create a recognition image for Audi Fashion Festival 2009.
By doing a design for the Coca-Cola, Ashley Isham not only creates acknowledgment for himself but also a momentous product for both the Coca-Cola and Audi Fashion Festival.
Whereas for L’Oreal Melbourne Fashion Festival, I felt that their programming is the best practice. L’Oreal Melbourne Fashion Festival has organised a Designer Award programme for emerging designers. They will showcase the six finalist designers and announce the 2009 winner. The winning designer will have the opportunity to fly to Pitti Filati in Florence or Premiere Vision in Paris as a guest of Woolmark and they will be introduced to their network of contacts such as the mills and fabric suppliers, who are the important roles in the fashion industry.
Hence, by organising a Designer Award programme is honourable because this helped to create more recognition for the future talent designers and allow them to reach out to the whole region.
Audi Fashion Festival
The Stakeholders for Audi Fashion Festival
Event Stakeholders refer to someone who has an interest in an event. It comprises Participants and Spectators, Co-Workers, Media, Sponsors and Partners, Host Community and Host Organisation.
- Participants and Spectators:
Participants and spectators consisted of Chief Executive Officer (CEO)/Director of the fashion brands, Chief Executive Officer (CEO)/Director of the model agencies, very important people (VIP), Celebrities and the public.
- Co-workers:
Co-workers consisted of Audi Fashion Festival Board of Directors, Audi Fashion Festival Management, Operations and 300 Volunteers.
Audi Fashion Festival Board of Directors involved of Chair-person, Executive Deputy Chair and Company Secretary.
Audi Fashion Festival Management involved of Festival Director, Events & Operations General Manager, Business Development & Marketing General Manager, Office Manager, Sponsorship Manager, Ticketing Manager, Cultural Program Manager, Event Liaison, Marketing & Business, Publicity Executive, Event Executive, Designer Liaison, Executive Assistant, Officer Administrator and Logistics Coordinator.
Operations involved of Ushers, Security Guards, Cleaners, Food & Beverage Service Staffs and Chiefs. Stage & Production Manager, Mercury Marketing and Communications which is a boutique Events Management and Public Relations agency, Technical Crews, Loaders, Stagehands, Riggers, Electrician. Wardrope Consultant, Make-Up Artists, Artist Liaison, Fashion Designers included 6 regional designers and four homegrown talents, 200 Models whom included 2 International Top Models; Charmaine Harn and Jacquetta Wheeler , Personal Assistants and Merchandising & Hospitality Staffs.
- Media:
Media consisted of Microsoft Advertising, Live!Studios which involved the team of photographers, Magazine such as Celton Manx & Designaré and the press from Mediacrop Pte Ltd.
Microsoft Advertising is an official online partner of the Audi Fashion Festival. Media networks consisted of MSN Lifestyle, Windows Live, Facebook, Community Mocca (A Mediacorp Interactive Media) and their global technology platform tool – Atlas, where visitors can access celebrity photo galleries, interviews, video and editorial features.
- Sponsors and Partners:
Audi Fashion Festival presenting sponsor is Audi. Official card sponsor is MasterCard. Official living sponsor is Baker. Official mobile phone sponsor is Samsung Mobile. Official Jewellery sponsor is Lee Hwa Jewellery.
Audi Fashion Festival is supported by Official Hair- Action Hair Salon using L'Oréal Professionnel, Official Hotel – The St. Regis Singapore, Official Light Sparkling Beverage – Coca-Cola light, Official Logistics Provider – DHL, Official Skincare – Dr. Georgia Lee, Official Screen Provider – International Conexxion, Preferred Caterer – Lavish, Official Photography Partner – Live!studios, Official Makeup – M·A·C, Official Online Partner – Microsoft Advertising, Official Champagne – Piper-Heidsieck, Official Wine – Rosemount, Official Airline – SIA, Official Nightlife Partner – Time Out Singapore, Production Partner – 1 Werks, Official Garment Care Partner – NOVITA, the Lifestyle Makers and Partner – Yew Lee Metal Works.
- Host community:
Host community means places that will be affected around the area. Places that will be affected around Orchard Road will be Ngee Ann City/Takashimaya, Paragon, Wisma Atria atrium and Tangs Department Store. There will also be satellite events held at other venues. Places that will be affected around the satellite events will be shopping mall such as ViVo City, Zouk and Singapore Art Museum.
- Host Organisation:
The host organisation is Mercury Marketing and Communications. It is defined as a “one-stop’ agency that offers their client Audi, integrated creative consultancy, event management, media relations and a targeted invitation database.
Audi Fashion Festival
The main purpose/target for Audi Fashion Festival
Fashion is trying to target its market in Asia whereby the international and regional fashion designers can have the opportunity to showcase their creative collections. If the future of fashion can be targeted in Asia, Singapore could be the core leader. Based on my research, McDowell, who is the senior fashion writer for London's Sunday Times, said that Singapore is the only Asian city that looks Western, where English is widely spoken and that is a big advantage for Singapore to be part of the fashion scene.
Furthermore, Tjin Lee, who is the managing director of organizer Mercury Marketing & Communications, stated that they want Singapore to be the place where designers such as Lacroix, and Pugh, can reach out to the whole region and Asian designers to be recognised and reported by the international media. They hope that by organising the Audi Fashion Festival, they will be able to attract new and existing potential customers, launching new collections and creating a well-known branding to the public. Hence, the main purpose for Audi Fashion Festival to be held in Singapore this year was because they want people to appreciate art and experience beauty.
AFF09: The Ashley Isham Couture Showcase brought to you by Lee Hwa Jewellery
AFF09: The Ashley Isham Couture Showcase by Lee Hwa Jewellery (Final Walk)
Copyright from www.fash.eccentric.com & www.you.tube 2009
Audi Fashion Festival has introduced one of the most stylish cars this year, the new Audi A3 Cabriolet. The open-top Audi A3 was defined as elegant and sporty. Hence its target segment is demographic segmentation whereby they targeted mostly the male working executive who aged from 28 to 35 years old. Its target segment can also be psychographic segmentation whereby they attracted people based on common interest; fashion.
New Audi A3 Cabriolet
Audi Fashion Festival
Tourism benefits received by the host city
Audi Fashion Festival will help to create tourism benefits to Singapore. Tourism benefits refer to Political, Tourism & Economic, Social & Cultural, Physical & Environmental and Leveraging Events and the Legacy.
- Political Impacts:
Political factors include areas such as tax policy, labour law, environmental law, trade restrictions, tariffs, and political stability. By having Audi Fashion Festival, government will increase its security force during Audi Fashion Festival to maintain safeness and this will not only helps to create job opportunities but also helps to promote a good reputation for Singapore. Furthermore, an increase in foreigners mean there will be an increase in tax revenue thus it will benefit its economy.
- Tourism & Economic Impacts:
Audi Fashion Festival has invited foreigner fashion designers and international top models to run the show. It will attract the foreigners to join the event as well. Some of them might extend their stays in Singapore and visited other regional tourism destinations; hence this helps to contribute to the increase of tourism receipts and tax revenues. Besides this, Audi Fashion Festival organised various types of runway show. This will not only helps to enhance the branding image of the fashion designers’ collections but also helps to create business opportunities as it will tempt the audiences to purchase the collections. When there is a significant increase in revenues earned, it will lead to an economy growth and improve in the standard of living for Singaporeans.
- Social & Cultural Impacts:
By organising Audi Fashion Festival, it will attract people to come together to join the event as well as to share their runway experiences. This will not only promote social cohesion but also helps to broaden people’s thought and culture, exposing them to new and challenging people, customs or ideas. Meaning, it helps people to expose more to fashion culture by influencing them to appreciate art and enable them to cultivate artistic and innovative work in the future. Hence, this will help Singapore to further step in a deeper understanding of artistic fashion culture. Besides this, it will help to increase community participation as there will be lots of interaction with different people. It gave the locals the opportunities to work with professionals from overseas.
- Physical & Environmental Impacts:
There will be an increased in environmental awareness whereby there will be greening of roads along orchard road before Audi Fashion Festival so as to further enhance a clean and green image of Singapore to the foreigners. Thus, this helps to transform Singapore into a more attractive and inviting district with a sense of pride.
- Leveraging Events and the Legacy:
By organising Audi Fashion Festival, it generate non-tourism benefits by accommodate to more demand. Meaning it uses the ability of its event to generate local business advantages. For instance, Audi Fashion Festival displayed their exhibition at the Wisma Atria atrium, by doing this; it can also attract the public to shop at Wisma. Thus, this will help business to earn more revenues. Consecutively; it will also contribute to the economy of Singapore.
Saturday, June 20, 2009
Audi Fashion Festival
Appendix:
1) 2009 L’Oreal Melbourne Fashion Festival Homepage:
http://www.lmff.com.au/2009/#/home
2) Audi Fashion Festival Homepage:
http://www.audifashionfestival.com/index.html
3) Facebook of Audi Fashion Festival:
http://www.facebook.com/pages/Audi-Fashion-Festival-2009/72135442244?ref=ts
4) Information on Peninsula, Central Pier, Docklands:
http://www.docklands.com/cs/Satellitec=VArticle&cid=1186035785963&pag
ename=VicUrban2FLayout&site=Docklands
5) Information on Coca-Cola Singapore to put Isham design:
http://www.coca-cola.com.sg/news/localnews.asp?NeID=274
6) Information on Singapore Fashion:
http://www.divaasia.com/article/3450http://www.nationalpost.com/rss/story.
htm lid=1572725
7) Lecture note 3- Festivals and Events Marketing
8) Lecture note 2 (Part II of II)- The Impacts of Festivals and Events
9) Video:
Copyright from www.fash.eccentric.com & www.you.tube 2009