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High Point Market to Highlight Fashion
August 7,
2012 by in UnCategorized 
By Home Furnishings Business in High Point on August 8, 2012
High Point Furniture Markets new Fashion Focus campaign will highlight the link between fashion design and home design.
The campaign also will showcase the Markets role as an exciting fashion event in home furnishings.
The High Point Market is our industrys 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 Market to develop the creative for the new campaign, which debuts in promotions for the Oct. 13-18 Market. 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 Yorks Mercedes-Benz Fashion Week.
Stephanies 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 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 Markets agency.
Campaigns developed by Emisare in collaboration with the High Point Market have won awards in the past. Recent awards include a 2011 Gold Addy Award for the Markets 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.