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Fashion Access introduces Pop Up concept

17 Oct '18
2 min read
Courtesy: Fashion Access
Courtesy: Fashion Access

Considering the challenges in establishing a brand in foreign markets, Asia’s leading fashion accessories trade fair, Fashion Access, has come out with a packaged marketing concept. Called the Pop Up, the process will make brands visible and contact consumers before arriving in Hong Kong for the Fashion Access that will take place during March 13-15, 2019.

The brands can also contact potential agents and representatives before arriving to participate in the fair.

Confirmed exhibitors of Fashion Access in Designer Street and Brand Avenue are eligible to participate in the Pop Up programme and their products will be displayed in leading department stores and/or trade fairs in different Asian capitals such as Shanghai Fashion Week, IFF Magic Tokyo, Robinsons in Singapore, and Siam Paragon in Thailand. This will generate brand awareness in the Pop Up stores before the fair in Hong Kong.

One important tool to speed up the communication and add value to the Pop Up is having an e-commerce site. This will ensure that the inquiries and actual sales generated from the Pop Up are dealt with promptly, collated and processed as contacts start to arrive via the website or email to the home base of the exhibitor.

E-commerce sales can be made and the contacts harvested can be invited to visit the company at Fashion Access. The benefits of this marketing concept are clear. The exhibitor/brand has two “bites at the cherry” via the action in the location of the Pop Up stores in selected Asian cities, and consolidation by its presence at Fashion Access. (SV)

Fibre2Fashion News Desk – India

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