Home decor has long found inspiration on the fashion runways, and the High Point Market will spotlight the link between apparel and home style in the new Fashion Focus campaign. The event sponsor, the High Point Market Authority, developed the marketing effort to point up the show’s role as an exciting home furnishings fashion event by making the link with apparel design.
“The High Point Market is our industry’s Fashion Week, defining style, trends, and innovation for the home,” said Cheminne Taylor-Smith, vp/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 show to develop the creative for the new campaign. The material will debut in the promotions for the October 13 to 18 Fall High Point Market. Campaign images include a full clothing collection called Pretty Birdie by Stephanie Teague, a Greensboro, NC-based fashion designer who has shown her line at New York’s Mercedes-Benz Fashion Week.
The integrated Fashion Focus market campaign— including print, direct mail and other targeted communications vehicles— promotes the show to the retail and design communities. Featured in 20 online and trade publications, the High Point Market Authority created the campaign in partnership with the Emisare agency.