Brand Name: Fashion Market Day
Product/Service Type or Description: Fashion & Textiles, Retail, Trade Shows & Events
Overview:
The Korea Women’s Entrepreneurs Association (KWEA), in conjunction with the Korean Government, enlisted MZI Global® market entrant experts, to promote and plan the introduction of a delegation of Korea’s leading designers to New York fashion retailers and buyers. Held at the exclusive 3 West Club, the event was created to debut the designers and their exciting fashions to U.S. buyers. The MZI’s produced event targeted U.S. buyers and retail giants, including, Target, Macy’s, Bloomingdales, and Saks. Additionally, MZI Global Inc. arranged for designers to visit local buying offices and showrooms and to tour leading U.S. retailers and department stores. MZI Global Inc. also secured a meeting with Macy’s for senior KWEA and Korean government leadership to discuss opportunities and potential promotional events.
At Fashion Market Day, the delegates were able to meet with buyers from almost all of the major US retail outlets. The event was also attended by various trade media and was featured in WWD, the leading women’s fashion trade publication. MZI Global® networks connected the KWEA leadership with US women in business associations, such as the WPEO and WBENC. With the assistance from MZI Global Inc., the KWEA, WPEO and WBENC developed a relationship and discussed collaborations and programs designed to advance women in business in both countries
Client Objective:
- The Korean fashion needed a public debut of their designers
- Wanted to have their clothes be sold at large American retailers
- Needed channel and networking opportunities
Marketing Challenge:
- Generation of publicity about the event and the designers
- Creation of network with large U.S. retail chains
- Formation of partnerships between KWEA and U.S.-based women-in-business organizations
- Limitations in U.S. market awareness for the event and the designers
MZI Global® Solutions:
- Brand Fashion Market Day as a premier event for previewing leading fashions from Korea
- Identify new sourcing opportunities
- Conduct database marketing to identify the target audience for each of the designers and for the overall event
- Develop a dynamic website highlighting the vent and each of the designers and products offered
- Launch an aggressive direct-mail and email marketing campaign, supported by telemarketing and one-on-one selling, to reach U.S. buyers
- Reach out to top-level management and CEOs of leading U.S. retailers
- Implement a strategic communications and public relations campaign to local and trade media
MZI Global® Results:
- Allowed delegates to meet with buyers from some of the largest national retailers in the U.S.
- Produced an event that appeared in a featured article in WWD
- Created opportunity for delegates to secure contracts with U.S. buyers
- Connected KWEA with U.S.-based women-in-business organizations, such as the WPEO and WBENC