Lane Crawford Launches A/W 2012 Campaign, Nick Knight Collaboration

Leading Multi-Brand Luxury Retailer Breaks Out The Big Guns

Lane Crawford AW12 Campaign

Stocking one of the largest assortments of international brands and designer collections in Asia, leading Hong Kong-based high-end retailer Lane Crawford regularly delivers exclusive collaborations with the most celebrated fashion names, presenting the fashions of the season time and time again. The Autumn/Winter 2012 campaign is no exception.

The campaign will include a hand-picked selection of pieces from the likes of heavy hitters such as Alexander McQueen, Balenciaga, Bottega Veneta, Céline, Dolce & Gabbana, Givenchy by Riccardo Tisci, Haider Ackermann, Lanvin, Proenza Schouler and Valentino. Not stopping with the biggest names, however, this season will also feature a lineup of the most cutting edge designers including Alessandra Rich, Altuzarra, Erdem, Gareth Pugh, Mary Katrantzou, and Peter Pilotto.

Lane Crawford will also expand their shopping experience by offering an array of exclusive ready-to-wear products from top designer brands including Lanvin, Roland Mouret, Stella McCartney and Thomas Wylde as well as contemporary brands such as 3.1 Phillip Lim, Alexander Wang, Carven, rag & bone, and Sacai on the Lane Crawford online store.

Lane Crawford AW12 Campaign

Additionally, for the first time Lane Crawford will release a moving image campaign for A/W 2012, filmed by Nick Knight, one of the world’s leading fashion photographers. The film will star top Chinese models Ming Xi, Xiao Wen Ju and Wang Xiao, with fashion direction by influential stylist Edward Enninful, hair by Sam McKnight and makeup by Val Garland. The Autumn/Winter 2012 Campaign will roll out in China and Hong Kong’s top fashion publications, outdoor media and online starting this month.

From where we’re sitting, Lane Crawford’s campaign seems to employ some very savvy business tactics amongst tough competition. Lane Crawford’s repeated emphasis on uniqueness and freshness — picking designers and brands that are among the most forward-looking — works to position the retailer apart from their rivals in the increasingly saturated Hong Kong market. With foreign brands aggressively entering the Hong Kong and mainland China markets, finding one’s angle may be a difficult task.

Aware that the well-seasoned shopper in Asia is gradually moving away from ubiquitous brands and seeking out brands with a bit more exclusivity, Lane Crawford’s selection of labels caters to an eclectic mix of shoppers. The retailer’s quick moves to capture more of China’s emerging e-commerce market and stock hard-to-find designers has apparently worked well, particularly among mainland Chinese shoppers — Lane Crawford recently recorded record-breaking revenue for the financial year ending March 31, 2012 of US$700 million, with comp store growth of 23 percent. In the second half of next year, Lane Crawford plans to open its largest China flagship, a 150,000 square foot integrated location featuring an “elevated service model” and new F&B concepts. In all, over the next three years the retailer plans to expand its total retail square footage by 35 percent.


Art & Design, Fashion, Market Analysis