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Eye on Design symbolizes new vision of Splash for future
Sep '08
Autumn Winter 2008 (AW08) marks a significant leap in Splash's brand story. It is the season when Splash is set to make its largest proposition with a campaign that is sure to invite opinion and grab eyeballs: Eye on Design. Incidentally, it is a statement that brings with it an evolution in the business' entire philosophy and a promise that Splash is geared to live up to.

Splash's new campaign has images of the model, dressed in 'fashion forward' creations from Splash's AW08 Collection, and a Splash Barcode Bag on the head. The campaign associates Splash directly with design, with the bag concealing the model's head to ensure that it doesn't distract the viewer from the design of the garment. It also challenges the notion that fashion brands need a celebrity endorser to establish credibility and top of mind recall. Splash will reinforce its symbolic barcode pneumonic in future communication to create recall for the brand.

This AW08 collection was put together over several months, with painstaking attention paid towards details. Raza Beig, the CEO-Splash traveled to all major fashion weeks with the team of designers, stylists and buyers to map dominant trends for the season. The team's observations were backed by further research to create mood-boards reflecting benchmarks on the key 'looks' for the season.

The mood-boards in turn guided the designers in creating a collection that is specific to the GCC region. The result is a collection with pieces that reflect global fashion trends. The garments resemble 'couture' pieces which will be retailed out of Splash stores, at a steal.

Speaking about the evolving product Raza Beig said, “The GCC has matured as a region, and the shoppers are increasingly fashion savvy. Spending patterns in the region and consumer behaviour show that shoppers want to buy trendy merchandize at value. Recognizing this pattern Splash is focused on creating collections with more pieces that have a higher style quotient, while keeping its merchandize affordable for the masses through an import model, and thus delivering true value.”

With growing disposable income the mid-segment of the market couture brands are also making a conscious effort to create high-street sub-brands that cater to the masses. This marks an extension of brands which cater to the top of the pyramid to the mid-segment.

While talking about the Creative Director of the creator's of the campaign, The Classic Partnership Advertising, John Mani explained, “The "Eye on Design" campaign symbolizes what the new vision of Splash for the future is. The striking visual of the model's face being covered depicts a change in focus to design. Emphasis on detail and styles will be the highlight of this new attitude. Splash yet again will set the trend for fashion in the region.”

In a bid to cater to this section of the mid-segment which aspires to be fashion forward, but seeks value for money, Splash has defined a progression towards 'designed' pieces which take after 'looks' showcased across global runways. Splash will continue to stock its staples which its customers have grown to love, and spice up its collections to keep them coming back to grab fresh fashion at throw away prices!


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