To marketers nowadays, the major challenge is to build engagement among target groups to provide first-hand experience and brand engagement inside of their own. However, one target group found very demanding in terms of engagement building is fashion lovers as they are very unique, and hard to persuade. Indeed, they do not just follow fashion trends but adapt the trends to suit their own character. This makes marketing planning for this target group complicated and difficult.
But not for Siam Center The Ideaopolis, a shopping destination which is a hub of fashion in Thailand for more than 44 years. No matter how edgy fashion trends would be, Siam Center will enable Thai fashion lovers to be the first to get updated on up-to-date fashion trends.
To build engagement among a fashion-loving clientele, Siam Center has done a fantastic job as if it is simple. Thanks to its long-term experience and support of Thai designer brands as well as being a catalyst for the promotion of Thai fashion industry to be equal to world fashion cities, Siam Center meets fashion lovers’ demands. Such demands mean how to wear clothes to reflect their own identity and not to create a distinct character but to shine at getting dressed with style and being fashionable for the society to see and admire.
Siam Center devises a strategy to reach this kind of customers by presenting the latest collections of over 40 Thai designer brands at the end of last March.
Siam Center The Ideaoplois, joining hands with Cheeze and Looker magazines, held “#iamsiamish” campaign to fulfill the dream of youngsters who would like to become professional models. The campaign set up a casting room box to select 100 teens as #Nodels to strut on the catwalk of the fashion show of the year, “#iamsiamish Fashion Show [S/S Collection 2017].”
Ms. Chanisa Kaewreun, Senior Deputy Managing Director for Marketing Events and Business Relations – Siam Piwat Co., Ltd., said, “Since the opening, Siam Center has always been the center of Thai fashion industry because we are the second home of many Thai designers, both top and young-blood designers. Housing many local brands, Siam Center is therefore the first place fashion-forward people think about when it comes to trend updates. As a place of inspiration for everyone, especially young generation wishing to enter the world of fashion, Siam center joined forces with Cheeze and Looker magazines in hosting “#iamsiamish” campaign. It opened a studio to cast talented teens as models. Out of 1,700 candidates, the judge panel selected 100 finalists to become #Nodels and walk in “#iamsiamish Fashion Show [S/S Collection 2017]”, which launched spring/summer collections of leading Thai brands in Siam Center.”
“#iamsiamish Fashion Show [S/S Collection 2017]” mixed and matched the latest collections of 40 Thai fashion brands featured by 100 #Nodels. The fashion show presented the trends of this season, which encouraged fashionistas to find the perfect items that match their own style and create their own look. Moreover, the 1,600 fashion-loving candidates who did not join in walking on the catwalk were also invited to a party and enjoyed the fashion show of the latest collections. Let’s imagine that this event can gather those who are really interested in fashion to see the launch of the latest collections of 40 fashion brands. It is another fantastic marketing promotion activity that Siam Center created.
#Nodels deserved big applause for their courage to express themselves and join a troop of professional models in “#iamsiamish Fashion Show [S/S Collection 2017].”
At the same time, Siam Center earned praise for setting a new phenomenon to Thai fashion industry, giving customers the opportunity to have experience in fashion industry. Marketers have also realized an outstanding example of the strategy to build customer engagement and thus definitely contribute to sales of Thai designer brands.