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High Point Market Campaign Focuses on Fashion

Furniture Industry News Update - Furniture World Magazine
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Article Summary: Fashion shoots with models were held in showrooms and locations throughout Market to develop the creative for the new campaign, which is making its debut in the Oct. 13-18 Market promotions.


The High Point Market’s new Fashion Focus campaign is designed 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,” says 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 Market to develop the creative for the new campaign, which is making its debut in the Oct. 13-18 Market promotions. The images for the campaign feature a full clothing collection called Pretty Birdie by Stephanie Teague, a Greensboro, N.C.-based fashion 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,” says 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 targeted communications vehicles – is designed to promote the Market to the retail and design communities. Featured in 20 online and trade publications, the campaign was conceived in partnership with Emisare, the High Point Market’s agency.

Campaigns developed by Emisare in collaboration with the High Point Market have won awards in the past as well. Recent awards include a 2011 Gold Addy Award for the Market’s campaign, an award sponsored by the American Advertising Federation to recognize excellence in marketing; a 2009 silver Addy for Mixed/Multiple Media; and a 2009 International Association of Exhibitions and Events Gold Award.

About the High Point Market Authority: The High Point Market Authority, www.highpointmarket.org, is the official sponsor and organizer of the High Point Market in High Point, N.C. Featuring an extensive selection of exhibitors spanning every category, style, and price point, and attracting tens of thousands of visitors from more than 100 countries twice each year, the High Point Market is the driving force of the home furnishings industry. Find the High Point Market anywhere online, and follow on Twitter using the hashtag #hpmkt.

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