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Amazing Grace to tempt customers with contemporary Asian apparel line
Mar '09
Amazing Thailand, amazing value promotion
Amazing Thailand, amazing value promotion
Subsequent to the winning of a series of highly competitive concessions at Hong Kong International Airport (HKIA), Nuance – Watson (HK) inaugurated the opening of Amazing Grace with its founder and Airport Authority Hong Kong kicking off the first wave of new store openings that will continue until mid 2009.

Located at the expanded new space on Level 7 of East Hall in Terminal 1, the new 70 sqm Amazing Grace store is a treasure trove that guarantees constant discovery of Asia-wide uniqueness. Since its debut at HKIA in 2003, Amazing Grace has become a “must-visit” destination within the airport where travellers can explore and possess unique ethnic arts and crafts souvenir items of far away lands. With around 700 different SKUs sourced from 13 Asian countries, Amazing Grace is the only retailer at HKIA to boast such a versatile offer of Asian souvenir under one roof.

In this new Concession, Amazing Grace will tempt customers with an expanded variety of Asian arts and crafts by introducing:
• A museum-like area exhibiting exclusive one-of-a-kind masterpieces
• New home décor area to enhance the store ambience
• Prominent presentation for expanded children's range
• A contemporary Asian apparel line
• Continuous new introductions from the more distant places such as Turkey, Cambodia and India
• A prominent thematic promotion area in shop front constantly boasting newness with events and spectacular animation

In celebrating the opening of the new store, the first promotion is developed around the theme of “Amazing Thailand Amazing Value” because of the deep origin of Amazing Grace with Thailand and next month will be Thailand's Songkran when they celebrate the coming of New Year with “Water Festival”. An expanded assortment of Thai souvenirs was brought in for the promotion, including wood carvings, fashion accessories made in Thai silk, incense gift sets, Thai ethnic handicrafts and collectible items, etc.

Besides craftsmanship, unique souvenirs with a meaningful story behind them prove far more irresistible for potential customers. Therefore, Amazing Grace at HKIA has also paired up with the China Schools Foundation (CSF); a Hong Kong registered charity, in supporting to their charitable initiatives for the school children in rural China. Specific activities CSF undertakes include sponsorship of teaching materials, renovation of school buildings, subsidies for school lunch programmes, the provision of teacher training and curriculum enhancement.

In line with Nuance-Watson (HK)'s “WE SUPPORT” campaign, the company has extensively publicized the charity campaign with CSF at the store, aiming to promote the “WE SUPPORT” spirit to the customers. A giant poster outlining the CSF initiatives and a standee of the highly popular Amazing Grace China Doll are displayed in the front of the store to entice customers' interest by telling them their purchase can also help to support the school children in rural China.

A key success factor of Amazing Grace is the buying team's expertise to discover and source new and exciting items for the store on a continuous basis. Its successful merchandising is also well recognized by the industry. Nuance-Watson (HK) was awarded by DFNI Asia Pacific for “Best Gifts Travel Retailer of the Year” in 2006 and 2008.

The Nuance Group

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