the style gallery in dubai
DESCRIPTION
ÂTRANSCRIPT
CONCEPT
The Style Gallery is a boutique event and a platform for Scandinavian fashion & accessory brands. Fashion is part of the Scandinavian culture and our goal is to build a bridge between Scandinavian fashion and the craving fashionistas in the Middle East. Over the past 5 years the region has become more aware and interested in the international fashion scene. The three day event will be the first of its kind and it is supported by the Business Sweden and take place mid October complementing the regional fashion week and securing that the key players have returned from the international fashion weeks. The event will take place in DIFC in Dubai securing maximum visibility. Each brand will get to present their core identity through their key styles. The goal is to create an easy, inspiring and accessible way for the guests to experience more brands under one roof. The Style Gallery will also offer the brands the possibility to showcase their designs on a runway to complement the presentations at The Style Gallery. To capture the essence of the Scandinavian design & fashion culture we will also offer high end Scandinavian design brands to be represented on the platform along side the fashion brands.
SUCCESS CRITERIA
• to give the Middle Eastern fashion business an easy overview of what Scandinavian fashion brands have to offer.
• to open up a dialogue between the Scandinavian fashion brands and the local buyers and press.
• to give the Scandinavian designers insight into the demands of the Middle Eastern market.
DIFC during Art Dubai
“Re-present” in London supported by The Swedish Consulate
PROGRAM
DAY 1 Press lunch Introduction to The Style Gallery and the designers noon-8pm – by appointment only Guests: buyers & press DAY 2 Designer brunch Inspiring talks/introduction from local industry experts on the market, clients & the future. noon-8pm – doors open Guests: buyers, press, & fashionistas 8pm-10pm Opening VIP reception - celebrating the official opening of The Style Gallery. Guests: VIP, press & fashionistas optional show DAY 3 10am-8pm – doors open Guests: buyers, press, & fashionistas optional show
Dubai Mall
Street style image from Dubai
DESIGNER BRUNCH
The designers are invited to a brunch at The Style Gallery and talks from regional experts within the industry. The designer brunch will include information on: The consumer segments in the Arab Market Retail development Consumer trends Trends in the market “Store Guide” for the UAE & the neighbouring countries
Street style image from Dubai
Street style image from Dubai
VENUE
It is often said the art, design and fashion goes hand in hand. DIFC is a central and easy accessible location in Dubai. It is synonymous with art and design and therefore the perfect area for The Style Gallery. Cuadro is in the center of Dubai Design Financial Center (DIFC) along side a number of high end galleries, Christies and Sotheby’s. Besides galleries and offices DIFC is also the place you meet for business and afterhours at the popular restaurants like La Petit Maison, Zuma, Robertos etc. DIFC is the right address and accessible to everybody in Dubai and will secure a natural number of relevant footfall. The space at Cuadro is open and the design of the space is like a clean canvas making it the perfect location for The Style Gallery. The set up will be very stylish and clean, merging with Cuadro´s current spirit.
VENUE
TARGET GROUP
The target audience for The Style Gallery incl. Buyers The regional buyers attend the big international fashion weeks but they rarely have time to explore new brands. The Style Gallery is the ideal opportunity for them to explore and gain greater insight into the Scandinavian designers/brands. Personal buyers The personal buyers in the Middle East are local girls and often considered equally important to the buyers due to their budgets. We would encourage private appointments in The Style Gallery. Press The fashion scene in the Middle East is growing explosively. New fashion magazines and blogger are emerging on a monthly basis. The Style Gallery will allow the Arab and regional press to gain greater insight into the Scandinavian designers/brands. VIPs & Fashionistas The Middle East is all about being seen and photographed and the VIP´s fashionistas are always looking for new trends and new brands to make them stand out – they create the hype that the brands in The Style Gallery can benefit from.
Headbuyers from The art of living, Saudi
PR & PROMOTION
The Style Gallery would be promoted through: Press Releases Invitations Social Media Ambassadors Editorial Coverage
Fashion Exclusive UAE is a boutique PR agency based in Dubai. It is founded by Ann Hertha, who has more than 10 years experience in the fashion industry working worldwide with some of the biggest names and brands in the industry. In collaboration with Anette Kjaergaard, Fashion Exclusive’s strategic partner in Scandinavia, Fashion Exclusive has produced a number of international events e.g. Muscat Fashion Week from 2010-2013, Kopenhagen Fur’s opening show at Beijing Fashion Week and a number of editorials and launches just to mention a few. Fashion Exclusive is recognized for its sense of detail and a boutique approach to PR & productions, which highlights exclusivity above all. www.fashionexclusiveuae.com strategic partner www.fashionexclusive.dk
Madeleine Trolle Corm is passionate for fashion retail and throughout the past 8 years worked in London, Kuwait, Dubai and Sweden. She has experience from many sides of the business including buying, talent spotting and spearheading opening of new locations for Villa Moda International and Harrods Ltd. She also successfully launched and runs her own jewellery brand sold across Europe. Over the years Madeleine has worked closely with prestigious international brands such as Marni, Dries van Noten and Vivienne Westwood. Her focus has turned to Scandinavian brands and she is now on a quest to introduce and establish Swedish fashion brands on the regional market.
Madeleine Trolle Corm
PACKAGE
Street style image from Dubai
Street style image from Dubai
Dates: 8th, 9th & 10th of October The Style Gallery offers the following:
• Product placement at The Style Gallery in DIFC
• Props – concept TBC
• 2 guest at the Designer Lunch incl. Talk
• Encouragement of appointments
• Securing the target group listed in the
presentation
• Promotion on social media
• Promotion on website
• Promotion in program
• Promotion on invitation
• Encouragement of Editorial coverage
• Product placement on regional top bloggers
(optional)
Fee: $3000
DUBAI FACTS
1 h9p://www.arabianbusiness.com/mideast-‐consumers-‐spend-‐most-‐on-‐luxury-‐goods-‐study-‐541672.html 2 h9p://www.tradearabia.com/news/ret_216164.html 3 h9p://www.emirates247.com/news/emirates/75m-‐people-‐visited-‐dubai-‐mall-‐in-‐2013-‐2014-‐01-‐29-‐1.536553 4 h9p://www.emaar.com/index.aspx?page=press-‐release-‐details&id=1547 5h9p://www.arabianbusiness.com/mall-‐of-‐emirates-‐launch-‐new-‐fashion-‐district-‐537478.html
Did you know ? • Middle East consumers have the highest per capita
spending on luxury goods in the world at about $1,900.1 • Dubai is the second most targeted city for international
retailers, while the UAE is the world’s second most
international retail market.2
• Dubai Mall is the world’s most-visited destination for the third consecutive year. (over 75 million visitors in 2013.).3 Dubai mall is further enhancing the fashion and lifestyle choices at the mall with the expansion of the Fashion Avenue by another 1 million sq ft, which will add 150 new
brands to the mall.4
• Mall of the Emirates are planning “2015 evolution efforts” a unique fashion and lifestyle destination. A quarter of Mall of the Emirates will be new for shoppers, including debut brands and complete brand transformations by existing retailers.5
• Dubai is opening Dubai design district D3.
CONTACT
FASHION EXCLUSIVE DWC LLC
FOUNDER ANN HERTHA
PHONE: +971 50 465 9318 MAIL: [email protected]
SKYPE: annhertha
WWW.FASHIONEXCLUSIVEUAE.COM
STRATEGIC PARTNER
WWW.FASHIONEXCLUSIVE.DK &
MADELEINE TROLLE PHONE: +971 50 848 1757
MAIL: [email protected]