High Point Market unveils fashion-inspired marketing campaign, announces Premarket sponsors
Cecile Corral -- Casual Living, August 10, 2012
The High Point Market is debuting a new fashion-focused marketing campaign this fall. The "Fashion Focus" campaign is designed to promote the market to the retail and design communities, 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," said 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 the market buildings to develop the creative for the new campaign. The images feature a full clothing collection by Stephanie Teague, a Greensboro, N.C.-based 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," said 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 channels - was conceived in partnership with Emisare, the High Point Market's agency.
The Fall High Point Market will take place October 13-18, 2012.
The High Point Market Authority also reports that the upcoming Premarket, which takes place for the first time on a Thursday and Friday, has 21 exhibiting sponsors.
Premarket is set for Sept. 13-14, about a month before the fall High Point Market, and gives manufacturers and importers a chance to show new product prototypes in advance of the main show.
Premarket previously has taken place on a Monday and Tuesday, but this time it will be at the end of the week.
Building sponsors for Premarket include 220 Elm and IMC Cos., the owner of the International Home Furnishings Center, Showplace, Market Square and related properties.
In addition to the sponsors, other companies open their showrooms for Premarket.
The list of sponsors includes:
American Drew/Lea/Hammary, IHFC C-926
Aspenhome, IHFC C-1258
Austin Group Furniture, 208 E. Green Dr.
Bassett Furniture, IHFC C-1200
Bernhardt Furniture, IHFC D-601
Broyhill Furniture, IHFC C-600
Casana Furniture, 220 Elm 400
Fairmont Designs, IHFC C-867
Hooker Furniture, IHFC C-1058
Kincaid Furniture, IHFC H-1204
Lane Home Furnishings, IHFC C-800
Legacy Classic, Plaza Suites C-100
Natuzzi, 130 W. Commerce Ave.
Palliser, 220 Elm 400
Prime Resources/Pulaski/ Samuel Lawrence, 220 Elm
Riverside Furniture, IHFC C-302
Stanley Furniture, IHFC C-1158
Thomasville, IHFC M-810
Universal Furniture, 2622 Uwharrie Rd.
Vaughan-Bassett Furniture, IHFC C-1000
Wynwood, IHFC C-503