Old Trend, the stylish Shenzhen-based bag manufacturer, demonstrated its considerable marketing 'savvy' at the Fashion Access October 2007 fair.There's nothing 'old' about the company's products, nor about the market they are aimed at. This is a company that offers a total fashion concept many times removed from the mainstream classical bags which still prevail at fashion exhibitions.
On display were a wide range of bags, back packs, shoulder bags, purses and accessories in what company President, Ronnie Lee, terms its "unruly style". This is aimed directly at the youth market but it is not casual fashion. Their hallmark look has a matt finish, similar to old leather which has been dried out in the sun after being soaked in a downpour of rain. However, the surprise is that the materials are soft to the touch, and not brittle as one would expect.
Old Trend's custom-designed stand at the exhibition which was on the theme of an American Wild West log cabin, complete with a wooden floor, and the sales team attired in blue jeans, boots, and check shirts. Once inside the, er, cabin the rest of the exhibition seemed far away.
The concept is carried through to Old Trend's website which is a mixture of different shades of brown, textual information written on virtual parchment, and with a floating feather quill.
All in all an example of how to market a total concept, with various aspects - the website, the stand, the products themselves - all conforming to a similar linking theme.
And it works. Mr Lee confirmed that Old Trend will be back at Fashion Access March 2008 but...... with a much larger stand.
Asia Pacific Leather Fair Ltd
Source @ Fibre2fashion.com
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