When it comes to fashion, men are creatures of habit and often do not like to travel around for their shopping needs. Therefore, women have always held a privileged position. But it's times to change. HongKong Land has embarked on the revamp of The Landmark's first basement floor to provide a one stop shopping environment for its discerning male shoppers. Nowadays, LANDMARK MEN becomes a latest shop spot to meet the demand of the stylish locals as well as filling the void of what seems to be missing on their home turf.
At 60,000 square feet of retail space, LANDMARK MEN will feature the most recognized international luxury labels as well as lifestyle brands to satisfy the needs of on trend Hong Kong men. For example, GUCCI, LAVIN, LOUIS VUTTON, THOMAS PINK and VALENTINO MEN,etc.
To raise up the awareness of LANDMARK MEN, you can see a sort of promotions everywhere, like the fashion show, party and placing many "cool men" in everywhere. Started from August to now, Those mannequins are shining far and wide on the Alexandra House 1/F, Prince Building and The Landmark. They are standing on the floor with different cool styles and postures. Some guys are wearing the formal suits, acting a business man and going for work. Some are dressing up the smart casual wears, holding a "newspaper" on their hands.
What is the content of the newspaper? "CALVIN KLEIN JEANS AT THE LANDMARK BASEMENT" , "ETRO AT THE LANDMARK BASEMENT". At this moment, you are surprised that it is not a real newspaper but a kind of creative promotion. Those garments who dispalying on the mannequins are the products you can buy from the LANDMARK MEN.
Creative components:
1. In order to arouse the attention of LANDMARK MEN opening, they are not only leave the message on the Magazine, but also set up the human figure everywhere. People are surprising of the "cool guys" and the "newspaper" when they are passing through.
2. The two tone logo and simple worrds are very eye-catching and elegant. Those clean, sharp lines constitute an aggressive visual that is a macho projection of men. Also, the use of black and white colour provide the highest level of contrast and infuses strong character into the identity of LANDMARK MEN.
3. To celebrate the grand opening, LANDMARK MEN staged a "Perfect Men" fashion show reception and party ar the Landmark Atrimun in Central. The fashion show featured 9 leading men's fashion and accessories brands including the Swanl, Thomas Pink, Valentino Men etc. It should be an innovative and powerful idea for LANDMARK MEN which integrated with different luxury labels rather than one brand fashion show.
Recently if you walk around streets and shopping malls,you may realize a new kind of "human race"!
Weird ears and modern hairstyle
photos taken in Yuen Long
photos taken in MongKok
They are having weird look,sharp ears, 21st-century modern hair style and smart eyes which may wow you up! So who are they ?
They are the new generation from Mirabell!
They are newly arrived HongKong and could not wait to see you!
Established since 1986,Mirabell has been a successful footwear chain store in HK,providing customers international brandnamed footwear.Those 10 international brands are for example,GEOX,CAT,Merrell,Hush Puppies,Timberland.Each of them carries different products and characteristics.
In Mirabell,the main idea is "one stop shopping",which means you can find what you want and satisfy your want in a reasonable price,quality and of coz,good services.
Everything seems nice!but it is usual that chain store carrying different brands always face one problem:How to promote your store and differiciate yourself from other footwear stores?as you carry different brands and which has different "personality",you need 1 promotion scheme that can sell those brands and at the same time help to differciate yourself.Show your difference!Mirabell!
For example, CAT 'imageis known as tough while for Hush puppies is cute and lovely .How to make a linkage?
If one has long noticing the promotion practice that Mirabell doing before,you can realize they try in a easy way,like specifying their products as comfortable(well,who will want their foot in a pair of not comfortable shoes?) or trendy.They have used the demand of shoes characteristics as selling and grouping point.
Let's take a look at examples of some of the video ad that Mirabell made before.
In these ads,you can see some problems:
1. The character of each brand were not shown.All you can see are their names only.
Viewers have no idea of what shoes you are selling.
2. Not eye-catching and trendy at all.
For "the world of brand",the video quality is even horrible !
3 .The concept of the ads by Mirabell can be concluded into one sentense:"we carry many brands."
Mirabell,WHAT IS YOUR PERSONALITY?
This time,Mirabell showed their embision and interest in developing specail image and enlarge their market among the youngs.
It is smart that Mirabell use NEW GENERATION to linkage this time.The big slogan is "We're a smarter,faster new generation."
Each brand carries their own slogan,for example:
"IN A TOUGH WORLD I GET TOUGHER" --- CAT
"MY SOUL GROWS AS I EXPLORE" --- MERRELL
"IN A TOUGH WORLD,I GET TOUGHER"---CAT
"LIFE IS MY GLAMOROUS RUNWAY"---CREATIVE RECREATION
"FOLLOW MY ENDLESS FOOTPRINTS." ---CUSHE
"MY YOUTHFUL SPRIT IS RESTLESS" ---ENERGIE
"I STEP TOWARD CLASSIC SUCCESS." --- FLORSHEIM
"MY EMOTIONS ARE ELEVATED." --- GEOX
"I KNOW HOW TO KEEP MYSELF AMUSED." -- HUSH PUPPIES
"I FEEL THE COMFORT WHEN TRAVEL IN PERFECT BALANCE." --- MBT
"MY SOUL GROWS AS I EXPLORE." --- MERRELL
"I STEP WITH WARMTH EVEN IN A COLD WORLD."--OETZI3300
"I WALK THE WAY I WAS BORN TO." --- MSALEM ATTITUDE
"I FACE ADVENTURE WITH PASSION." ---TIMBERLAND
See?those words like fast,tough,explore are all can be linked into shoes.
They don't have to hardsell the brandname,but once you have the slogan,
you know what kind of shoes the brand selling and the attitude behind it.
You would not feel weird when you see these ads.
Mirabell show you a new attitude:
You buy shoes there,not only for the physical benefit ,but also psycial benefits.
The theory of Protection and Utility is applied.it offered a sense of "you can do it" and encourage you to be NEW.
