High Point Market's new campaign connects fashion & home design
Retail Editor 1 -- Home Textiles Today, August 13, 2012
High Point, N.C. - The High Point Market is debuting a new fashion-focused marketing campaign this fall. The "Fashion Focus" campaign is designed to promote the market to the retail and design communities, to highlight the close relationship between fashion design and home design, and to showcase the High Point Market's role as "the most exciting fashion event in home furnishings."
"The High Point Market is our industry's Fashion Week, defining style, trends, and innovation for the home," said Cheminne Taylor-Smith, vice president of marketing for the High Point Market. "The Fashion Focus campaign showcases that by delivering an experience that is fresh, vibrant, and fashion-oriented through every marketing and advertising piece for the Market."
At the April High Point Market, fashion shoots with models were held in showrooms and locations throughout the market buildings to develop the creative for the new campaign. The images feature a full clothing collection by Stephanie Teague, a Greensboro, N.C.-based designer who has shown her line at New York's Mercedes-Benz Fashion Week.
"Stephanie's clothing is fun and fresh, but with an edge to it," said Taylor-Smith. "Her line has a lot of depth, which allowed us to pair pieces with different styles of furnishings. An added bonus is that the collection was created with eco-friendly and recycled materials."
The integrated Fashion Focus campaign - including print, direct mail, and other channels - was conceived in partnership with Emisare, the High Point Market's agency.
The Fall High Point Market will take place October 13-18, 2012.
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