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

8'p's- Partnerships

Facilitating Components
Under the facilitating components are Partnerships, Promotion, Packaging and Distribution and Price.

Partnerships
Partnerships is a joint marketing with stakeholders in producing the event.

For Audi Singapore Fashion Festival 2009, its production partner is 1 Werks, Official Garment Care Partner is NOVITA, the Lifestyle Makers and lastly Yew Lee Metal Works.

For L’Oréal Melbourne Fashion Festival 2009, its partners 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 clearly has more partners than Audi Singapore Fashion Festival 2009 mostly because the L’Oréal Melbourne Fashion Festival 2009 is a bigger event.

Sources
www.audifashionfestival.com
www.lmff.com.au

8'p's- People

People
People includes the “cast”, audience and hosts and guests.

The people involved in both Audi Singapore Fashion Festival 2009 and L’Oréal Melbourne Fashion Festival 2009 are similar. The “cast” would be the fashion designers and the crew who are responsible in bringing the whole event together such as the Festival Director, Sales and Marketing Manager, Sponsorship Manager, Operations & Logistics Manager and the Administration & Finance Manager and all the people who are working under them. Volunteers are also included.

The creative director for Audi Singapore Fashion Festival is Colin McDowell who was present for the event and 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/). London-based designer, Ashley Isham was also part of the event to showcase his fashion work.





Colin McDowell(third from the right) has been in the fashion industry for 30 years.




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

Karen Webster(pictured right) was also the festival director for LMFF in 2008

The audience would be both the public and the media. The public is able to experience the event by getting tickets or going to events that are of free admission. The media would include fashion magazine writers, reporters and cameramen all trying to get news and latest updates on the festivals and the various events to inform the general public about it.

For Audi Singapore Fashion Festival 2009, the host would of course be Singapore. The main venue where the festival is held would be the tent@Orchard, Ngee Ann City Civic Plaza. Guests such as Douglas Benjamin, CEO of FJ Benjamin, was present. The guests also includes invited guests of Microsoft Advertising.

For L’Oréal Melbourne Fashion Festival 2009, the host would be Melbourne,Australia. Guests includes Doutzen Kroes, festival ambassador April-Rose Pengilly and Dannii Minogue, Governor David de Kretser and Premier John Brumby.

Sources
http://fashionation.wordpress.com/page/6/?referer=sphere_related_content%2F
http://creativeconomy.org.uk/YCE/JudgeProfile.asp?ID=02&JudgeID=3
http://www.tonguechic.com/articles/1410-Audi-Fashion-Festival-Opening-Gala
http://www.sgcarmart.com/news/article.php?AID=2114
http://advertising.microsoft.com/asia/affparty
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.abc.net.au/reslib/200903/r351218_1610379.jpg

8'p's- Programming

Programming

Programming includes elements of style and the quality of the festival.

Audi Fashion Festival Singapore 2009

Most of the events at Audi Fashion Festival Singapore 2009 are held in the evening till night, from 7pm to 11pm. Only a few events such as “A Playground of Dreams by MANGO” are held in the afternoon.

The Audi Fashion Festival Singapore 2009 is mainly held at the tent@Orchard, Ngee Ann City Civic Plaza . There all the fashion designers are able to showcase their fashion work. There is also a glass facade around the VIP lounge at the tent@Orchard and passersby will be able to marvel at the work of the fashion designers.

One of the focal point of the programme would be the collaboration between Lee Hwa Jewellery and London-based designer, Ashley Isham. Ashley Isham would also be presenting a bridal collection for the first time.

Another highlight would be the haute couture by the French fashion house of Christian Lacroix whose work is not commonly seen outside Paris. Fashion lovers are able to appreciate and be awed by his flawless work for the first time.

My favourite costume from the “Christian Lacroix Costumier” Exhibition. =D

L’Oréal Melbourne Fashion Festival 2009

Most of the events at L’Oréal Melbourne Fashion Festival 2009 are held at different parts of the day. Event such as MINI ME which will showcase children's wear is held in the morning at 10.00am. Fashion showcase of Susan's winter collection 2009 will be held in the afternoon at 2.30pm and the Renegades will be held at night at 10.00pm.

Some of the must-see of the fashion festival would be the L’Oréal Paris Runway where both Australian and International fashion designers will showcase their work. Another would be the QV Fashion Cabaret Show where fashion work will be showcase through a free theatrical cabaret show.

Fashion Collections Hosted by City of Stonnington is also a highlight of the fashion festival. It will showcase rising fashion designers latest childrenswear. Others includes Penthouse Mouse 09 presented by Moth Design ,Chicks on Speed: Viva La Craft where there will be a live performance. There is also Dior on Film where legendary designer, Christian Dior's life will be shown in four films.

LMFF09 will be showing Christian Dior's(in picture) life in four short films.

Sources
http://www.logos.info/index.php?q=node/58&lang=en
http://www.audifashionfestival.com/
http://www.lmff.com.au/2009/
http://www.mylifestylemap.com/index.php/men/8-fashion/972-audi-fashion-festival-2009-driving-innovation-a-inspiration

http://melbourne.citysearch.com.au/arts/displayRoundUpDetail/1137645458201/L%27Oreal+Melbourne+Fashion+Festival+Highlights

8 'p's- Place

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

Audi Fashion Festival Singapore 2009
For Audi Fashion Festival Singapore 2009, various fashion events are held throughout Singapore. Places includes the tent@Orchard, Ngee Ann City Civic Plaza, National Museum of Singapore, Wisma Atria, Samsung Flagship store @ Vivocity, Singapore Art Museum, Zouk Velvet Underground, New Asia, The Prime Society, and Supperclub.

Picture above is the interior of the tent@Orchard.

Fashion events held at National Museum of Singapore, Wisma Atria, Samsung Flagship store @ Vivocity, Singapore Art Museum, Zouk Velvet Underground, the setting is casual and the atmosphere is fun and exciting. The public can visit these places to admire the art of fashion.

For fashion events held at New Asia, The Prime Society, and Supperclub, the settings at these places are formal and “glamourous” atmosphere will be experienced there. Only invited guests are allowed in these particular events.

L’Oréal Melbourne Fashion Festival 2009

For L’Oréal Melbourne Fashion Festival 2009, various fashion events are held throughout Melbourne. Places includes City of Stonnington, Westfield Doncaster, QV square, Melbourne Central, Highpoint Style Council Studio Westfield, Sofitel Melbourne on Collins, Chadstone-The fashion Capital, Central Pier and Docklands(invitation).

Places such as the City of Stonnington are home to some of Australia's leading designers and fashion boutiques. The Westfield Doncaster offers prestigious fashion shopping experience and have exclusive services such as butler and valet services and a styling suite where customers can have a styling session with the help of professional stylists.

Picture above shows the interior of styling suite at the Westfield Doncaster

Sources

http://fashionpressorg.wordpress.com/2009/03/25/audi-fashion-festival-2009-singapore/
http://www.insideretailing.com.au/Default.aspx?tabid=53&articleType=ArticleView&articleId=4070
http://www.audifashionfestival.com/
http://www.lmff.com.au/2009/

8'p's- Product

The L’Oréal Melbourne Fashion Festival 2009 is a successful event which is similar to the Audi Fashion Festival Singapore 2009.

The marketing strategy of festivals and events are carried out through the 8 'P's and are placed under either experiential components or the facilitating components.

Experiential Components
Under the experiential components are Product, Place, Programming and People.

Product
The product is mostly a service. It can be categorized as core product, tangible product or an augmented product. The core and tangible product of both the Audi Fashion Festival Singapore 2009 and L’Oréal Melbourne Fashion Festival 2009 are similar. The core product is what the visitor is really buying and are often intangible. As a guest or visitor to both of this fashion festivals, it will excite them about fashion, style and glamour.


The tangible product is the entity customers can buy to satisfy their needs. The tangible product of both festivals would the different type of fashion shows. The brand name for Audi Fashion Festival Singapore 2009 would be Audi and for L’Oréal Melbourne Fashion Festival 2009 would be L’Oréal.

The augmented product are additional benefits and services guests and visitors receive. For the Audi Fashion Festival Singapore 2009, MasterCard cardholders receive 10% of ticket price for all shows held.

For the L’Oréal Melbourne Fashion Festival 2009, Directors Suite tickets are sold for $25 only if a special pass is presented at Hoyts Melbourne Central. Guests may also acquire two cocktails if they present their L’Oréal Melbourne Fashion Festival ticket.



Sources
http://nodrightnow.wordpress.com/
http://stylemelbourne.com/2009/02/

Christian Lacroix, the costumier

I visited the “Christian Lacroix Costumier” Exhibition at the National Museum of Singapore which is part of Audi Fashion Festival Singapore 2009. The exhibition is held from 20 March to 7 June 2009 and visitors are able to appreciate and marvel at Christian Lacroix's costumes.

The Audi Fashion Festival Singapore 2009 is held from 6 to 10 May 2009 in Singapore. The fashion festival is a celebration of fashion with different events to potray the work of designers which are showcased by international top models.

The L’Oréal Melbourne Fashion Festival 2009 is a successful event which is similar to the Audi Fashion Festival Singapore 2009.

Audi Fashion Festival Singapore, 2009

http://fashionation.wordpress.com/2009/03/17/singapore-spotlight-audi-fashion-festival-2009/