Hong Kong Retailer To Roll Out Video Campaign This Month
Currently celebrating the release of its Nick Knight-lensed Autumn/Winter 2012 campaign, leading Hong Kong retailer Lane Crawford is set to partner up with Vogue China next month, bringing the annual fashion extravaganza Fashion’s Night Out to its native city for the first time, hitting all Lane Crawford Hong Kong locations on September 7 and Lane Crawford Beijing on September 8.
For the occasion, all Lane Crawford stores will be transformed into a stimulating montage of art installations, pop-up shops, and visual highlights presenting exclusive selections from this season’s brands, along with interactive activities, animations, celebrity appearances, fashion bloggers, limited edition merchandise, and in-store happenings with designers.
This year’s partnership between Vogue China and Lane Crawford make sense, considering the latter, as a leading luxury specialty store, holds serious clout in the Greater China fashion industry and the former reigns as a popular source of information about fashion and luxury. This is particularly true in China, where sales of Chinese imprints of Vogue, as well as ELLE and Cosmo, are booming. As an increasing number of women climb the economic ladder into the ranks of China’s growing middle class, fashion magazines — and multi-brand retailers that take much of the work out of finding the “right” brands — are becoming an important form of consumer education for what Hearst Magazines International president Duncan Edwards called the “Chinese fashion devotee or luxury obsessed who fear falling behind their peers and appearing out of date.”
For Lane Crawford and Vogue China, this particular demographic of 20- and 30-something female luxury consumer may just be the key to a show-stopping Fashion’s Night Out.