After much consideration, I finally settled on one of the many choices that were listed in the project brief. Like yes......after so long!! Well, I wanted to pick something that I've participated before which was the Erdinger Oktoberfest but then again, the Audi Fashion Festival was really interesting. Besides, every one of my friends were raving about Christian Lacroix's legendary collection, I just had to check it out. ;)
You don't get to see his work in Singapore all the time you know!
A)
According to Google, the 2009 L'Oreal Melbourne Fashion Festival was one of most successful events besides the Audi Fashion Festival itself.
A short intro about the L'Oreal fashion festival:
"The 2009 L'Oreal Melbourne Fashion Festival embraces and celebrates fashion, culture, parties and business forums to bring Australia's largest fashion event to the public. In 2009 the L'Oreal Paris Runways will showcase more leading Australian designers than ever done previously. Central Pier- the home of fashion will become an energy hub with the latest emerging designers at Independent Runway......"
More can be found here: http://www.lmff.com.au/2009/#/home
B)
Product
Customers who visit the L'Oreal Fashion Festival is basically interested in the knowledge and experience that the group of top-notch designers have to share. Also, due to the recent economic gloom, customers are all flocking to the LMFF to do their homework before rushing out to purchase their winter essentials. Also, the LMFF is said to be strictly open to press, buyers and selected VIPS, customers will get then get to experience this A-list atmosphere of closed doors runway shows. (Probably get to meet some hollywood stars too!! WOOHOO. Think Victoria beckham!!!!)
Whereas for the public who visits the AFF, their main interest is to purely admire the different collections by the many famous designers. Also, to experience the annual fashion event in Singapore under the huge tent located at Orchard Road.
Place
LMFF is located indoors at the Central Pier, Harbour Esplanade. It is large scale fashion event thus the entire atmosphere will be moving towards a "high-end, extroadinary richness and diversity" theme. Like what you see on Project Runway, where all the mega hot superstars gather together at Bryant Park to watch a fashion show! Every single aspect to be brilliantly planned and designed.
Unlike the LMFF, the AFF this year was held outdoors at the Tent@Orchard. How creative! Visitors will get to enjoy the performance uniquely as not many fashion shows are held outdoors. In addition, Orchard is located at an accessible location. Hence, positively affecting the consumer's enjoyment! :D:D:D
Partnerships
Many partnerships have come together to support the LMFF. Most of their partners are not government agencies thus giving them more freedom to modify their price and products to make their packages more attractive.
AFF on the other hand, have several government agencies-related partners. Take for example; the SIA Airlines.
Promotion
Considering that the LMFF is the largest and most successful consumer fashion event in Australia, it will definitely reinforce all the "communication mix" possible. Advertisements on the festival itself had been seen on television commercials, attracting visitors from all over the world to visit the well-known LMFF. It was also greatly pushed and advertised on the internet, even allowing internet users to sign up for their free* newsletters for the newessssssssssst updates. LMFF was said to have invested a lot of capital in promoting for their festival.
*nobody says no to FOC
AFF is a smaller-scale fashion event when compared to the LMFF. Hence, not much promotion tactics were used. Advertisements were seen on buses, schools and on the internet to create awareness to the public. Not only that, banners on the AFF were seen all around Orchard, a wise place to advertise as almost 90%(i think) of the Singapore population visit Orchard atleast once every week. So, you definitely can't miss out the colourful banners!
Packaging & Distribution
Considering that LMFF has numerous of both partnerships and sponsorships to help make the whole event successful, it has thus taken the golden opportunity to increase their sale of tickets. Their wide distribution network is an advantage when it comes to ticket revenue.
As for the AFF, visitors who visit the event will get to enjoy other privileges as well. There will be a CHRISTIAN LACROIX Couture Spring/Summer 2009 Opening Gala located at the National Museum. Usually held behind closed doors and rarely shown outside of Paris, the opening gala is a MUST-GO! Not only that, Ashley Isham is the hot pick of the AFF. Fashion-lovers would all flock to the AFF to catch a glimpse of this talented designer.
Programming
Besides fashion, LMFF brings out culture awareness too! It provides information of different fashion cultures in different countries to the public. Visitors don't get to solely admire the collection of their favourite designers but also, understand their inspiration and culture behind the awesome production. Its like killing 2 birds with 1 stone!! Smaaaaaart.
As for the AFF, there are many parties linned up after the closure of the event. Programmes include Gareth Pugh Audi Fashion Festival 2009 After Party, Timeout After Party Series -
Christian Lacroix Couture Opening Gala afterparty, etc. Basically, visitors and designers get to attend the after-party after a hard day work.
People
There is not much interaction you can receive from LMFF as the staffs(hosts/designers/supermodels) and audiences usually comprise of ULTRAHOT hollywood celebrities. Hence, interaction between the public and the staffs itself is almost zero.
Visitors can expect interaction and hospitality to a certain extent at the AFF. A VIP hospitality tent hosts guests which include local celebrities, allowing the public to bond with the staffs. This positive hospitality treatment is well-received by the public and gave them a good impression of the festival.
Price
Admission ticket of both festivals differ greatly from one another. LMFF's admission ticket ranges from a price of US $45- 250, depending on the type of show. Admission to the AFF ranges from S$10- 500. Tickets are priced at an exorbitant price for AFF as well-known designers from all over the world unite in Singapore so as to put up a wonderful performance for the us.
C)
For the AFF to progress smoothly with as little mistakes as possible, they paid careful attention when it comes to selecting the best candidate to run their fashion event. Mercury Marketing & Communications had participated in numerous fashion events and had hence prove its capability in effectively delivering the desired outcome. It is a boutique Events Management and Public Relations agency that strongly believes in creating unique and exclusive events that help AFF to successfully position their brand and product in the market itself.
Also, they specializes in dealing with fashion and lifestyle events. Mercury came up with a detailed plan for the AFF which includes, integrated creative consultancy, event management, media relations and even a targeted invitation database. Their meticulous plannings is actually one of the main reason why AFF had been so successful over the years.
D)
I hate to say this but..............Christian Lacroix's work at the AFF was amazing! And to those who miss his work, TOO BAD FOR YOU! Fwahahahahaha. Well, consider yourself lucky cos yours truely is generous enough to share photooooos. YAY.
All thanks to the people who made the AFF so successful for country bumpkins like me!
Stakeholders
- Host Organisation
- Host Community
- Sponsors
- Media
- Co-workers
- Participants & Spectators
Phew, thats alot of words. Please don't find me boring!!!! zzz
E)
Sometimes I wonder, whats the whole purpose of a fashion festival. To keep people up-to-date of the ever-changing fashion trends? Bring in revenue? Platform for designers to brag about their extroadinary works?
Well, basically, the main purpose of the AFF gives the international designers an opportunity to present their latest collection for the fashion press, retail buyers, and many others with influence in the fashion world. Buyers or shopaholics(ahem, ME) will make selections from price-friendly department stores like Isetan, BHG for similar trends instead of purchasing them from high-end boutiques and assess how their funds might be best spent.
Not only that, since AFF is an annual event in Singapore that features many top-notch designers and models, the public will definitely want to be part of the festival itself. Ticket prices are ranged from $10 - $500(depending on seats) hence sales of revenue is one of their main purposes.
I WON'T WANA MISS THIS FOR ANYTHING ELSE!!!
F)
Successful festival = MANY benefits
:D
Singapore definitely benefitted from the AFF itself. Since AFF is well-known all over the world, tourists/public/fashionistas all flock to Singapore to attend the festival. This created alot of economic benefits and jobs for the locals. The AFF gives Singapore an international prestige, leaving an impression to those who visited the event. Many investors will also choose to invest as AFF is only held once every year.
As tourists make their visit to Singapore to participate the AFF, it brings Singapore tourism revenue. Tourists will spend on accomodation, food&beverage, etc..during their stay here. Also, the extension of the tourists' length of stay so as to visit the other events available after the AFF will equate to more revenue generated for Singapore's economy. During their visit here, tourists not only engage in the fashion festival but also visited many of our other tourism destinations and attractions like the Sentosa, Esplanade, Merlion, Zoo, etc.
Plus plus plus, this increases business opportunies for Singapore as well. The AFF provide Singapore a strong platfrom for showcasing their expertise, hosting of future potential investors and also, promoting of new business opportunies with clients.
