Thursday night I attended a major event – the launch of Sole Town, a new shoe and accessories mega-store in Causeway Bay. This is no low key shop. Located at a busy intersection in Hong Kong’s shopping mecca, Sole Town takes up the entire first floor of Hang Lung Centre. It’s about as high foot-traffic an area as you can get.
When I found out that A-list models, Gaile, Cara G., and Kristen were going to be in the fashion show, I had an idea that the opening was going to be big. That, plus the fact that they specifically requested Hong Kong’s most fashionable d.j.!
Arriving at the venue, the extent of the production was evident. Sole Town’s branding, a New York skyline theme, dominated the outside of the shopping center!
Inside, the shop was similarly decked out – even the make-shift d.j. booth was decorated with the Sole Town city-scape graphics. The DJ was actually spinning from inside a semi-enclosed glass display!
Doors opened at seven. Despite the early start time, celebrities, socialites, party-people and shopaholics poured into the store. The fashion show began around eight. Here’s a short clip of Kristin and Gaile from the show.
The DJ couldn’t resist playing Nancy Sinatra’s “These Boots Were Made For Walkin'” and K.C. & the Sunshine Band’s “Boogie Shoes” after the fashion show ended. Typically you want to have something immediately catchy since people tend to leave right after the show. It worked! The music, paired with a special discount for the night did the trick.
Guests weren’t buying just one pair of shoes or a bag, they were buying two or three! This was one of the few occasions where the models from the show actually stayed afterwards to shop! The wait for the check-out register was literally over half an hour long. I just had to shoot a video of the line!
Shoppers walked out loaded with tote bags featuring the store logo – an excellent way to maximize free advertising after the sale.
Guests stayed practically until the gates were coming down. Given the enthusiastic response and the extreme number of sales, I’d say the event was a runaway success!