Tourism Benefits

The amount of tourism benefits received by Singapore from the Audi Fashion Festival would be large.

Firstly, tourism revenue would increase. Fashion lovers from all over the world would come to Singapore to experience the fashion festival as it has a very good line-up of internationaly renowed fashion designers.

Next, the Audi Fashion Festival Singapore 2009 may extend visitors length of stay. And by lengthening their stay, there will be a high chance of visitors visiting other tourism attractions in Singapore which will again lead to an increase in tourism revenue.

Also by having such fashion festivals in Singapore, people or tourists will be more aware of Singapore as perhaps a hub for fashion and will come visit again when there are other fashion festivals held in Singapore.

Main purpose

The main purpose of the Audi Fashion Festival Singapore 2009 is to celebrate fashion on a grand scale. The fashion festival will also achieve promotional exposure for both the participants and the stakeholders. The public will also be able to get access to the exciting world of fashion.

Event Stakeholders

Some examples of event stakeholders would be the Host Organisation, Host Community, Sponsor, Media, Co-workers and Participants and Spectators.

Audi Fashion Festival Singapore 2009
The host organisation for Audi Fashion Festival Singapore 2009 would be Audi who is the Title Sponsor.

The host community would be Singapore as all the fashion shows and events are held in Singapore.

Sponsors of Audi Fashion Festival Singapore 2009 includes the Presenting Sponsor Audi, the official card MasterCard, official living by Baker, official mobile phone from Samsung Mobile, and lastly the Official Jewellery by Lee Hwa Jewellery.

It is also supported by many different organisations such as Action Hair Salon using L'Oréal Professionnel, The St. Regis Singapore, Coca-Cola light, DHL, Dr. Georgia Lee, International Conexxion, Lavish, Live!studios, M·A·C, Microsoft Advertising, Piper-Heidsieck, Rosemount , Singapore International Airlines and Time Out Singapore. Partners include 1 Werks, NOVITA, the Lifestyle Makers and Yew Lee Metal Works.

The co-workers of Audi Fashion Festival Singapore 2009 would be the the creative director, Colin McDowell who was present for the event who is the senior fashion writer for UK's Sunday Times Style Magazine. Organisers include Tjin Lee (Managing Director & Founder of (Mercury Marketing & Communications), Dr Frank Cintamani (Founder & CEO of Fide Living), model Charmaine Harn, Reinhold Carl (Managing Director of Audi Singapore) and Colin McDowell MBE(Source: http://www.fash-eccentric.com/2009/03/audi-fashion-festival-2009-press-conference/).

Participants includes designers, stylists and models. Supermodels such as Charmaine Harn and Jacquetta Wheeler who will showcase the designers' outfits. Participants of the Audi Fashion Festival Singapore 2009 includes London-based designer, Ashley Isham was also part of the event to showcase his fashion work. Other fashion designers include Christian Lacroix, Gareth Pugh, Marc Jacobs, RAOUL and Vivienne Westwood. Employees include those working under the organisers and volunteers.

For both Audi Fashion Festival Singapore 2009 and Loreal Melbourne Fashion Festival 2009, the spectators would be people who are interested in the event and purchase tickets or go to free admission shows to watch the fashion shows. Similarly for both fashion festivals, the media is used to promote and advertise the events itself and what is happening within the event such as the work of different fashion designers.


L’Oréal Melbourne Fashion Festival
The host organisation for L’Oréal Melbourne Fashion Festival 2009 is Loreal and Loreal Australia is based in Melboune, Victoria.

The host community for L’Oréal Melbourne Fashion Festival 2009 would be Melbourne, Australia.

For L’OréalMelbourne Fashion Festival 2009, its partners and sponsors are classified under Major, Event, Official Product, Platinum, Gold, Media, Official Charity partners. Some examples for Major partners are Yarra Trams and Westfield, for Event Partners there are Woolmark and Marie Claire, for Official Product partners includes Cyber-shot and Audi , for Platinum partners there are Sportsgirl and David Jones, for Gold partners there are Country Road and Deloitte, Media partners include Vogue and Cosmopolitan, and lastly the Official Charity Partner for the festival is Beyond Blue.

The L’Oréal Melbourne Fashion Festival 2009 co-workers would be the fashion festival director who is Karen Webster. Also, Juli Balla one of the renowned photographer and L'Oreal Makeup Director Rae Morris, was also there to help with the make-up of models.

Participants includes designers, stylists and models. There are also business events held at the Loreal Melbourne Fashion Festival 2009 such as the LMFF Business Seminar presented by the Victorian State Government, EYE, Westfield, The Australian, The Herald Sun Marketing Breakfast and the designer Forum. These events will have global and national leaders share knowledge and experience regarding the creative industries.


Sources
http://www.news.com.au/entertainment/story/0,28383,25191524-5007192,00.html
http://www.fashionising.com/pictures/b--LMFF-behind-the-scenes-of-the-2009-Creative-1527.html
http://www.audifashionfestival.com/index.html
http://www.lmff.com.au/2009/#/home

Best Practices

Place includes the location, setting, atmosphere and destination features of the festival.

When I visited the “Christian Lacroix Costumier” exhibition at the National Musuem of Singapore, there were a number of things that pleased me there.

Firstly, I was amazed by how the small space of the National Musuem was changed into a sophisticated, glamorous and extravagant room. I thought the organisers of this exhibition made the purpose of the exhibition clear the minute visitors step into the room. At the entrance of the exhibition, there were stage costumes behind a glass panel greeting us and I knew there were more fashion classics waiting for me in the exhibition.

Christian Lacroix's fashion designs at the “Christian Lacroix Costumier” Exhibition at the National Museum of Singapore.

What i thought was best about the exhibiton was the special room catered to part of Christian Lacroix's flamboyant fashion work and there was a huge screen featuring actresses from the 18th to the 19th century. It brought the nostalgic feeling to visitors as they marvel at Lacroix's brilliant work. Baroque and classical music was played in the background and it made me feel as though I was really a part of the 18th and the 19th century.

Also, most of the fashion events held by Audi Fashion Festival Singapore 2009 are held at the tent@ Orchard. In my opinion, this is a strategic place to hold the fashion festival as Orchard is commonly known as a fashion hub by Singaporeans.

Promotion refers to the full range of “communication mix” including advertising, PR, and sales promotion.

In my opinion, having promotions like 10% discount of tickets for MasterCard holders and free admission for students with concession will really attract visitors to the festivals especially during times when the country is experiencing a recession.

8'p's- Price

Price
Price includes the price of admission, packages and merchandise. For both fashion festivals, the prices of different shows varies.

For the Audi Fashion Festival, fashion shows such as the Vivienne Westwood AW 09/10 Anglomania Show and the The Ashley Isham Couture Showcase bought to you by Lee Hwa Jewellery costs $20 per entry. There are tickets that costs $60 which will include cocktails and will have the priviledge of going in the fashion shows by the VIP entrance. Fashion shows like the Christian Lacroix Spring/Summer 2009, Opening Gala, which will include a gala dinner will cost $400 and will also have the priviledge of going in the fashion shows by the VIP entrance.

Christian Lacroix Spring/Summer 2009, Opening Gala, costs a whopping amount of $400. However, one still can get to marvel at his fashion works(above in picture) at the “Christian Lacroix Costumier” Exhibition at the National Museum of Singapore for a small fee of $8 or free admission for students.

For the L’Oréal Melbourne Fashion Festival, the ticket prices vary greatly. For the LMFF09 business seminar, it costs $450 and the The Herald Sun Marketing Breakfast costs $100. Fashion shows like Metamorphosis costs only $25, The Runway Deluxe presented by MYER costs $250 and kids fashion show such as the Mini Me show costs only $20 for kids aged 6 to 15 years old.


Sources
http://tdc.sg/events/details.aspx?eid=5495

http://www.lmff.com.au/2009/#/home

http://www.audifashionfestival.com/calendar/satellite.html

8'p's- Packaging & Distribution

Packaging and Distribution

Packaging and Distribution includes sales and intermediaries.

The public are allowed to get tickets to Audi Fashion Festival Singapore 2009 through quizzes. Through websites such as http://iheartcontests.at.shoutz.com, the public will be able to answer a question relating to the fashion festival and get a special prize which is to get the fashion festival invites and $80 Action Hair Salon hair chemical-service vouchers.

Through the Loreal Melbourne Fashion Festival 2009, visitors can also patronized fashion wear, Sportsgirl's, new Sportsgirl's container bar. It launches with a VIP night on 6 March when the fashion festival begins.


Sources
http://designtaxi.com/news.jsp?id=7446&monthview=1&month=1&year=2009
http://iheartcontests.at.shoutz.com/2009/04/19/elle-audi-fashion-festival-2009-invites-action-hair-salon-vouchers-30-apr-09/

8'p's- Promotion

Promotion
Promotion refers to the full range of “communication mix” including advertising, PR, and sales promotion.

For MasterCard holders, they will receive special promotions for the Audi Fashion Festival Singapore. MasterCard holders will receive 10% discount for tickets. They will also enjoy priority bookings. Students also receive free admission for the “Christian Lacroix Costumier” exhibition at the National Musuem.

For the L’Oréal Melbourne Fashion Festival 2009, “Friends of the festival” are able to extend their subscription of Artichoke magazine by three months and get an additional issue at no extra charge. Also, by spending $120 at any fashion retailer at Chadstone, the first 100 shoppers will get a $20 L'Oreal Melbourne Fashion Festival branded Chadstone gift card.

For both Audi Fashion Festival Singapore 2009 and L’Oréal Melbourne Fashion Festival, the festival is advertised through its official website, fashion blogs, newspaper advertisments, magazine advertisments and posters.

Both fashion festivals also promote their events through their official websites.

For Audi Fashion Festival Singapore 2009, its website is not very informative as compared to L’Oréal Melbourne Fashion Festival 2009 website. I was disappointed with the “about us” section in the website as it provides little information about Audi Fashion Festival Singapore 2009. I was pleased with the L’Oréal Melbourne Fashion Festival 2009 website as it states clearly what fashion and business events and also cultural programs they have. They even have a festival planner. Under their festival information, the premier of Victoria, the Lord Mayor of Melbourne, the festival's chair, the managing director of Loreal Australia and the festival director gave their views and what is the festival about there. It is really informative.

Sources
http://www.chadstoneshopping.com.au/newsitem.aspx?ID=12588
http://www.audifashionfestival.com/index.html
http://www.lmff.com.au/2009/#/festival-information/welcome