Launching a Hong Kong fashion designer

Erbert Chong
Challenges

To launch up-and-coming Hong Kong designer Erbert Chong’s first collection Safari54 SS14 and establish him as a hot new talent with a distinct style.

Approach
  • Crafted an edgy launch event with fashion catwalk at a brand new venue, highlighting the core messages of innovation and inspiration
  • Hosted dedicated media and blogger previews
  • Pitched interviews with Erbert Chong to establish his profile and identity with focus on profile-building feature stories
  • Hosted an influencer engagement party and initiated a gifting programme to win appeal and market positioning
  • Focused on the ‘Made in Hong Kong’ angle to inspire local media

 

 

Erbert Chong
Outcomes
  • +20 high profile features for this one-off event
  • Stories positioning Erbert as a designer to look out for in trend publications including City Magazine, Time Out, SCMP, The Peak, Baccarat, Prestige and Oriental Daily
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