TUESDAY, JANUARY 17, 2017 lifestylenews.kuwaittimes.net/pdf/2017/jan/17/p39.pdfJan 17, 2017 · The...
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TUESDAY, JANUARY 17, 2017 lifestyle FASHION C entrepoint is one of the few homegrown fashion retailers in the region that has effectively used the strength of its digital muscle and engaged with new media to create innovative marketing campaigns that have both engaged its audience and elevated the brand in the mind of its customers. The regional big wig's creative efforts have been rewarded at the recent award ceremonies that bestowed Centrepoint with the highest awards for its innovatively executed marketing cam- paigns and retail prowess. The region's largest family fashion retailer received multiple awards for the clutter-breaking advertising of its latest Sale campaign at the globally celebrated 16th Annual Cristal Festival that took place earlier this month at Courchevel in France. It bagged nine Cristals, including three Gold, at the festival that is considered one of the biggest advertising events in the world. The regional retailer won under the categories of Film and Film Craft for its superbly crafted work on the 2016 sale campaign. In a region that is known for its year-long sales and shopping festivals, Centrepoint's campaign stood out in an overtly competitive and cluttered category and effec- tively drove footfalls to the stores, with its disruptive visu- als and message. "We wanted to be as unconventional as possible. There is a dearth of creativity when it comes to sales and promotions in the region and we wanted to push the lim- it. We received a fantastic response for our initial ad that was released in August and we are looking forward to the audience response to our new film," states Shyam Sunder, Head of Marketing of Centrepoint. He adds, "The CP Sale is the biggest event in the fashion segment in the region. It contributes to a major percentage of our overall sales. The objective was also to build a property that would uplift our brand." The ad campaign was released in a two-film series, the first titled 'Sabotage' and the former titled 'Lies'. The films are the creative brilliance of agency Impact BBDO Dubai. Shot in black and white, they raise the point that while there isn't much you can do to counter all the indignities life hurls at you, the least you can do is visit the Centrepoint SALE and look good. "As much as a sales campaign is fun to do, this was a serious job with significant business implications. We needed to deliver an idea that ticks all boxes and at the same time captures people's hearts & minds and pro- vokes them to act." says Fadi Yaish, ECD of Impact BBDO, Dubai. The dark satirical treatment of the ad is a departure from the brand's brighter visuals and light family focused campaigns. It has been raising a stir in the advertising fra- ternity and has received praise from marketers and cus- tomers alike with close to 8 million views on YouTube and Facebook alone. M ax, the largest value fashion brand in the region, has announced the launch of its latest Denim and Activewear collection for men, women and chil- dren. This season's denim collection is inspired by antique indigo washes, in a deep and dark cast. The Activewear col- lection features a range of apparel for performance with a unique style that makes a powerful statement. Both collec- tions will be available across all Max stores in the MENA region and online in UAE from January 18th. Denim collection This season's denim collection will feature placement prints and 3D-effect slogans for men, and added embell- ishments for women. The classic vintage trucker is given a new sense of life with precise cut and fit modifications. Seam manipulations on oversized 80's fits create new and shrunken fitted shapes while raw hems add eye catching interest to the appearance. The flowing elongated length of the long line shirt dress allows it to be used in two ways - either as a closed button jacket or a long-line dress. The classic denim shirt and the long line shirt dress are wardrobe essentials, while the prevailing cropped hem- lines continue to make girlfriend jeans important denim wear this season. The super soft yet stylish jeggings are here to stay as it is the perfect blend of style and comfort, while the culotte is fast on its way to becoming a summer essential. With styles ranging from A-line mini to midi skirts, the button down skirt is crucial to the denim collection just like the 5 pocket jeans with eye catching destroyed and damaged details. The new denim collection comes with a complete new range of functional lightweight denim-wear for spring/summer 2017, like the bomber jacket. Activewear collection In the Activewear line, the hoodie jacket features colour blocking details, contrast zippers, piping and trims with creative slogans making it a key product for the season. Linear outlines with reflective long tape prints and contrast trimmings make the Activewear pants a modern legging for performance. The deep armhole & neckline are high- lights of the traditional loose knit top - an easy cover up for the gym. A crucial essential for this season is the knee length capri. The jacquard pattern detail is geometrically precise that maximizes the stretch fit, making a bold state- ment. Emerging from the 90's sportswear the functional and elastic strap and hem becomes more graphic in the performance bra top that conveys strong motivational statements. The long lined vest has panel detailing with a shaped front that ends at the waist giving a flattering feel. The toned down neon shade & block texts highlights the bold, graphic message on these performance bottoms. Both Denim and Activewear collections will be available in-store and online across the MENA region from January 18th 2017. Customers can log on to www.maxfashion.com to start shopping from the widest variety of apparel in val- ue fashion. Max announces latest Denim and Activewear collections across all stores in the MENA region Centrepoint sale campaign steals the show at Cristal Festival Models present creations for fashion house Marni during the Men's Fall-Winter 2017-2018 fashion week.
Transcript of TUESDAY, JANUARY 17, 2017 lifestylenews.kuwaittimes.net/pdf/2017/jan/17/p39.pdfJan 17, 2017 · The...
TUESDAY, JANUARY 17, 2017
l if e st yleF A S H I O N
Centrepoint is one of the few homegrown fashionretailers in the region that has effectively used thestrength of its digital muscle and engaged with
new media to create innovative marketing campaignsthat have both engaged its audience and elevated thebrand in the mind of its customers. The regional big wig'screative efforts have been rewarded at the recent awardceremonies that bestowed Centrepoint with the highestawards for its innovatively executed marketing cam-paigns and retail prowess.
The region's largest family fashion retailer receivedmultiple awards for the clutter-breaking advertising of itslatest Sale campaign at the globally celebrated 16thAnnual Cristal Festival that took place earlier this monthat Courchevel in France. It bagged nine Cristals, includingthree Gold, at the festival that is considered one of thebiggest advertising events in the world. The regionalretailer won under the categories of Film and Film Craftfor its superbly crafted work on the 2016 sale campaign.
In a region that is known for its year-long sales andshopping festivals, Centrepoint's campaign stood out inan overtly competitive and cluttered category and effec-tively drove footfalls to the stores, with its disruptive visu-als and message.
"We wanted to be as unconventional as possible.There is a dearth of creativity when it comes to sales andpromotions in the region and we wanted to push the lim-it. We received a fantastic response for our initial ad thatwas released in August and we are looking forward to theaudience response to our new film," states Shyam Sunder,Head of Marketing of Centrepoint. He adds, "The CP Saleis the biggest event in the fashion segment in the region.It contributes to a major percentage of our overall sales.The objective was also to build a property that woulduplift our brand."
The ad campaign was released in a two-film series, thefirst titled 'Sabotage' and the former titled 'Lies'. The filmsare the creative brilliance of agency Impact BBDO Dubai.Shot in black and white, they raise the point that whilethere isn't much you can do to counter all the indignitieslife hurls at you, the least you can do is visit theCentrepoint SALE and look good.
"As much as a sales campaign is fun to do, this was aserious job with significant business implications. Weneeded to deliver an idea that ticks all boxes and at thesame time captures people's hearts & minds and pro-vokes them to act." says Fadi Yaish, ECD of Impact BBDO,Dubai.
The dark satirical treatment of the ad is a departurefrom the brand's brighter visuals and light family focusedcampaigns. It has been raising a stir in the advertising fra-ternity and has received praise from marketers and cus-tomers alike with close to 8 million views on YouTube andFacebook alone.
Max, the largest value fashion brand in the region,has announced the launch of its latest Denim andActivewear collection for men, women and chil-
dren. This season's denim collection is inspired by antiqueindigo washes, in a deep and dark cast. The Activewear col-lection features a range of apparel for performance with aunique style that makes a powerful statement. Both collec-tions will be available across all Max stores in the MENAregion and online in UAE from January 18th.
Denim collectionThis season's denim collection will feature placement
prints and 3D-effect slogans for men, and added embell-ishments for women. The classic vintage trucker is given anew sense of life with precise cut and fit modifications.Seam manipulations on oversized 80's fits create new andshrunken fitted shapes while raw hems add eye catchinginterest to the appearance. The flowing elongated lengthof the long line shirt dress allows it to be used in two ways -either as a closed button jacket or a long-line dress. Theclassic denim shirt and the long line shirt dress arewardrobe essentials, while the prevailing cropped hem-lines continue to make girlfriend jeans important denimwear this season.
The super soft yet stylish jeggings are here to stay as it isthe perfect blend of style and comfort, while the culotte isfast on its way to becoming a summer essential. With stylesranging from A-line mini to midi skirts, the button downskirt is crucial to the denim collection just like the 5 pocketjeans with eye catching destroyed and damaged details.
The new denim collection comes with a complete newrange of functional l ightweight denim-wear forspring/summer 2017, like the bomber jacket.
Activewear collection In the Activewear line, the hoodie jacket features colour
blocking details, contrast zippers, piping and trims withcreative slogans making it a key product for the season.Linear outlines with reflective long tape prints and contrasttrimmings make the Activewear pants a modern leggingfor performance. The deep armhole & neckline are high-lights of the traditional loose knit top - an easy cover up forthe gym. A crucial essential for this season is the kneelength capri. The jacquard pattern detail is geometricallyprecise that maximizes the stretch fit, making a bold state-ment. Emerging from the 90's sportswear the functionaland elastic strap and hem becomes more graphic in theperformance bra top that conveys strong motivationalstatements. The long lined vest has panel detailing with ashaped front that ends at the waist giving a flattering feel.The toned down neon shade & block texts highlights thebold, graphic message on these performance bottoms.
Both Denim and Activewear collections will be availablein-store and online across the MENA region from January18th 2017. Customers can log on to www.maxfashion.comto start shopping from the widest variety of apparel in val-ue fashion.
Max announces latest Denim andActivewear collections across all
stores in the MENA region
Centrepoint sale campaign stealsthe show at Cristal Festival
Models present creations for fashion house Marni during the Men's Fall-Winter 2017-2018 fashion week.
