Eco-Luxe Fashion Showcase           2011       An Exhibition Pitch                                     By : Siti Aisyah Ba...
Executive SummaryThis document is a school assignment where I was asked to prepare an exhibition and pitch it to anorganiz...
Table of ContentsIntroduction................................................................................................
IntroductionEnvironmental movements have continued receiving a lot of attention in recent decades. The threatand effects o...
Eco-Luxe London    Eco-Luxe London partners with organizations, charities, media and other groups to promote    high-end, ...
The ExhibitionThe theme of this exhibition is that being Eco-friendly can be fashionable too. One neither has tosacrifice ...
The Proposal/ExhibitionLocation:    Illustration 1: Source: marinabaysands.com     We are proposing to utilize space at Ma...
Eco-Luxe Fashion Showcase 2011 will be an open-air exhibition located in the middle of      the Shoppes area, level 1. We ...
Floorspace:       Exhibition would take up 216 sq mLayout Plan of Exhibition:       The exhibition area is divided into 3 ...
Duration:     In line with the “60” in Earth Hours logo, this exhibition would be held for 60 days from     25th February ...
Designer Profile – Izzy LaneEstablished in 2007, it is now one of the leading ethical brands and voice of animalwelfare in...
Designer Profile – MinnaMinna Helpburns love for vintage clothing and interest in environmental issues werefactors that en...
Designer Profile – TammamSpecializing in luxurious ethical haute couture and bridal wear, Lucy Tammamsgowns are truly uniq...
Exhibition Components:“The stand/exhibition is the space for presentation and action: it must attract and involve,and also...
Posters:     With careful design of content and aesthetics, posters can be a very effective way of message     communicati...
Product displays:     Illustration 10: Source bienaldearquitectura.cl     Exhibit item are put on mannequins and displayed...
Mannequins       Eco-friendly mannequins from Boneca will be used to display the clothing. The material       used to make...
Electronic presentations       An LCD television will be playing a video which gives visitors an overview of the       exh...
Décor:           The exhibition area will not be enclosed by walls to increase its approachability factor.           There...
Marketing and AdvertisingAs this is an Eco-friendly exhibition, the marketing techniques should also reflect our commitmen...
Exhibition BudgetThis exhibition is a partnership between Eco Luxe Londons designers and WWF, therefore we canomit the exp...
ConclusionEco-luxury fashion is a viable market that still has a lot of potential for growth. It should not onlybe seen as...
ReferencesArlene M. Butz, Lisa Kohr, Dolores Jones (2004), Developing a successful poster presentation,Journal of Pediatri...
Bibliographyhttp://bloxes.com/http://izzylane.com/http://www.bienaldearquitectura.cl/xvii/http://www.boneca.sehttp://www.e...
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Exibition Pitch: Eco-luxe fashion showcase

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Exibition Pitch: Eco-luxe fashion showcase

  1. 1. Eco-Luxe Fashion Showcase 2011 An Exhibition Pitch By : Siti Aisyah Bagarib ID : 20910329 Eco-Luxe Fashion Showcase 2011 COMM3319 – Science Communication Special Topics UWA 28 March 2011 th 1
  2. 2. Executive SummaryThis document is a school assignment where I was asked to prepare an exhibition and pitch it to anorganization or a venue why the exhibition should be implemented.Eco-fashion, which is sometimes also referred to as sustainable fashion, is a social movement tofind solutions directing towards a more responsible approach of running fashion-related businesses.Whether negative effects were on the environment or a social group, or is a result of direct orindirect business decisions,For the purpose of this paper I will be acting as a representative from EcoLuxe London, a non-profitplatform for ethically conscious fashion labels, who is trying to get a venue for an exhibition it hasalready planned out and has had the World Wildlife Fund for Nature to agree on partnership for thisevent. I will be pitching the exhibition Eco-Luxe Fashion Showcase 2011 to Marina Bay SandsIntegrated Resort in Singapore for the use of 216 sq m of their space over a period of 60 days at alow charge.The rationale for the chosen location is because the building is a high-end designer label district andthis exhibition promotes greener innovations for luxury bands. The location is also spacious enoughto hold the exhibition. The layout designed for this exhibition is an open-aired concept wherebyspace is left unenclosed and inviting enough for any passerby to feel comfortable enough to stepinto the exhibition and explore.The exhibition will showcase clothing from 3 Eco-friendly and ethically responsible designerbrands while raising awareness to issues like slave labor, unfair trade, animal cruelty, environmentaldegradation and social suppression. The partnership with WWF also hopes to bring about awarenessabout Earth Hour and motivate people to take action towards a more sustainable future. 2
  3. 3. Table of ContentsIntroduction..........................................................................................................................................4 Eco-Luxe London............................................................................................................................5 World Wide Fund for Nature (WWF)..............................................................................................5The Exhibition......................................................................................................................................6 What the exhibition is: ....................................................................................................................6 Key message:...................................................................................................................................6 The Featured Designers:..................................................................................................................6 Target Audience...............................................................................................................................6The Proposal/Exhibition.......................................................................................................................7 Location:..........................................................................................................................................7 Floorspace:.......................................................................................................................................9 Layout Plan of Exhibition:...............................................................................................................9 Duration:........................................................................................................................................10 Opening Hours:..............................................................................................................................10 Admission Fee:..............................................................................................................................10 Human Resources Needed:............................................................................................................10 Timeline:........................................................................................................................................10Designer Profile – Izzy Lane..............................................................................................................11Designer Profile – Minna...................................................................................................................12Designer Profile – Izzy Lane..............................................................................................................13Exhibition Components:.....................................................................................................................14 Posters:...........................................................................................................................................15 Product displays:............................................................................................................................16 Mannequins....................................................................................................................................16 Placement of posters/panels:..........................................................................................................17 Electronic presentations.................................................................................................................17 Labels:............................................................................................................................................18 Décor:.............................................................................................................................................18Marketing and Advertising.................................................................................................................19Exhibition Budget...............................................................................................................................20Conclusion..........................................................................................................................................21References..........................................................................................................................................22Bibliography.......................................................................................................................................23 3
  4. 4. IntroductionEnvironmental movements have continued receiving a lot of attention in recent decades. The threatand effects of global warming in addition to dwindling Earths natural resources are hard to ignore.The public have also been giving an increasing interest and awareness in ethical performance.Cutting down of wasteful consumption is not very effective as humans are always going to need andbuy something. Thus, the problem is not how much less we consume but consuming differently(Houlder, 2003). Anthony Kleanthous, from WWF-UK, mentioned that we “should look into a future in which the very definition of luxury deepens to include not only technical and aesthetic quality, but also environmental and social responsibility” (Bendell, 2008).This exhibition is put forward by Eco-Luxe London to bring awareness of ecological issues resultingfrom unethical consumerism. The organization is partnering with the World Wide Fund for Naturein this event. 4
  5. 5. Eco-Luxe London Eco-Luxe London partners with organizations, charities, media and other groups to promote high-end, environmentally friendly and socially responsible fashion labels. The non-profit company platforms and supports their designers and brands by not only promoting but also providing support in its production and other related business chain aspects.World Wide Fund for Nature (WWF) Previously know as World Wildlife Fund, it is the largest global conservation organization that has invested in over 11,000 projects globally and it cooperates with many organizations and agencies to help accomplish their missions. One of their biggest awareness campaign is Earth Hour. It is a global sustainability movement where businesses and homes turn their lights off for one hour on the last Saturday of March annually. 5
  6. 6. The ExhibitionThe theme of this exhibition is that being Eco-friendly can be fashionable too. One neither has tosacrifice style, quality nor variety to be environmentally and socially mindful.What the exhibition is: Display of 3 environmentally friendly luxury fashion labels, introducing innovations and exposing the public to environmental, animal protection and human rights issues related to the fashion scene.Key message: 1. To encourage Eco-friendly fashion 2. To promote selected designer labels 3. To raise awareness on less than glamorous issues that irresponsible consumption causes socially and environmentally 4. To inspire creativity, innovation and movement 5. To promote Earth Hour and WWFThe Featured Designers: 1. Izzy Lane 2. Minna 3. TammamTarget Audience The demographics of the target audience is anyone from the general public but with a special focus on middle to upper class females from the age of 20-55. Focus of target audience is as such because Eco-luxury brands are sold at a higher price and The target audience also includes environmental activists. 6
  7. 7. The Proposal/ExhibitionLocation: Illustration 1: Source: marinabaysands.com We are proposing to utilize space at Marina Bay Sands for the exhibition venue at low to no cost. The rationale for choosing it to be held here is the availability of constant human traffic and the relevance of environment. A lot of luxury fashion stores are located in the Marina Bay Sands integrated resort. The Arts and Science Museum is also located next door, thus increasing relevance of the exhibitions design and science concepts. It is in close proximity to other attractions such as Esplanade Theaters on the Bay, the Singapore Arts and Science Museum and many others. Marina South and Promenade MRT stations are only 5 minutes away by taxi. 7 Illustration 2: Source Google Maps
  8. 8. Eco-Luxe Fashion Showcase 2011 will be an open-air exhibition located in the middle of the Shoppes area, level 1. We want to make this exhibition as accessible as possible to potential audiences. Adopting an open-concept approach would not intimidate or inhibit interest as opposed to putting up walls or holding exhibition in the convention center. Exhibition is located for optimal exposure as illustrated in Illustration 3 and 4.Illustration 3: Source: marinabaysands.com Illustration 4: Exhibition space when viewed from 3rd story 8
  9. 9. Floorspace: Exhibition would take up 216 sq mLayout Plan of Exhibition: The exhibition area is divided into 3 main parts according to designer and the value each label specializes in. Refer to illustration 5 below. Pink section displays items from Tammam and educates audience about Fair Trade. Purple section displays items from Minna and educates audience about Eco-friendly fabrics. Yellow section displays items from Tammam and educates audience about Animal welfare.Illustration 5: Floorplan Layout A panel about Earth Hour is placed beside the LCD television, a location expected to attract and hold most audiences attention, so as to maximize awareness about that event. It would receive maximum exposure and would also please WWF, who is one of the biggest sponsor for this event. 9
  10. 10. Duration: In line with the “60” in Earth Hours logo, this exhibition would be held for 60 days from 25th February (Friday) till 25th April 2011 (Monday) to coincide with Earth Hour which falls midway on 26th March (Saturday) . Illustration 6: Earth Hour logoOpening Hours: Open for public access around the clock.Admission Fee: There will be no admission fee charged as exhibition is organized by non-profit organizations with the main aim of raise awareness on sustainability and issues related .Human Resources Needed: 1. Contractors for assembling partitions and electrical wiring 2. Couriers to safely deliver exhibition items and ship them back 3. Security guard to petrol the exhibition and make sure nobody commits vandalism or misconductsTimeline: Works on the exhibition would start on 19th February 2011 and is scheduled for 5 days. Opening day of Eco-Luxe Fashion Showcase 2011 would be just in time for weekends. Day 1: drawing down layout of exhibition, installation of partitions and base fixtures Day 2: bringing in the exhibit items and more fixtures Day 3: electronic installations Day 4: installing panels and labels Day 5: lights adjustments and finishing touches 10
  11. 11. Designer Profile – Izzy LaneEstablished in 2007, it is now one of the leading ethical brands and voice of animalwelfare in the fashion industry, especially for British wool. The company rescuesrare breeds of Wensleydale and Shetland sheep which otherwise would have beenslaughtered for being the wrong gender, being too tiny, too old or other trivialcharacteristics. Their wool are then used for knits and woven wear.Izzy Lane has had considerable media and press-coverage, won the RSPCA GoodBusiness Award, the RE New Designer award and was also requested to present acatwalk collection for the Queen. http://www.izzylane.com/ Illustration 7: Source: izzylane.com 11
  12. 12. Designer Profile – MinnaMinna Helpburns love for vintage clothing and interest in environmental issues werefactors that encouraged her to launch this label in 2008. Every item is manufacturedlocally, decorated by hand and made from organic or recycled materials focusing onzero-waste pattern-cutting techniques.Her pieces are ethically mindful yet stylish and beautiful. http://www.minna.co.uk/ Source: Minna.co.uk 12
  13. 13. Designer Profile – TammamSpecializing in luxurious ethical haute couture and bridal wear, Lucy Tammamsgowns are truly unique and beautifully tailored. Style and quality are not traded in forsustainability, fair wage and Eco-friendly fabrics. http://www.tammam.co.uk/ Illustration 8: Source: Minna.co.uk 13
  14. 14. Exhibition Components:“The stand/exhibition is the space for presentation and action: it must attract and involve,and also be thought-provoking, in other words it must engage visitors and make them anactive part of the event itself, actors rather than mere spectators.” (Muneratto, 2007)Every exhibit component has to be able to stand alone and at the same time connectseamlessly with the rest of the exhibition.As written in Medsurg Nursing (1998), education methods fall into two categories –traditional and self-directed. The traditional method of education is practiced through ateacher/learner type setting, where else self-directed learning methods permits the learner indeciding what and when he/she will study. The illustrations below lists down the advantagesand disadvantages between the two categories. Illustration 9: Source: Medsurg Nursing (1998) 14
  15. 15. Posters: With careful design of content and aesthetics, posters can be a very effective way of message communication. By using self-directed posters, expenses will also be kept low as there is no usage of electricity or additional staff needed to explain to audiences. The primary cost for developing posters include paper, printing ink and mounting board/equipment. These are the posters that will be displayed: 1. Earth Hour 2. Introduction to the brand Izzy Lane 3. Introduction to the brand Minna 4. Introduction to the brand Tammam 5. Animal Welfare in the fashion industry 6. Eco-friendly fabric 7. Fair Trade Components of a Poster Title: Short and in line with the theme of the poster. Fonts used should be easy to read and visible from about 1 meter away. Abstract: Easily understood, captures interest of the audience and prompts them to carry on reading. Content: The main body of the content is placed here. Avoid extremely wordy paragraphs. The average attention span of a visitor is 30 seconds, if not less (Sandifer, 2003). 15
  16. 16. Product displays: Illustration 10: Source bienaldearquitectura.cl Exhibit item are put on mannequins and displayed on recycled custom corrugated cardboard blocks for easy installation and reassembly. There will be no glass casing protecting the displayed items to encourage the audience to touch and feel that the materials used to make the clothes are durable, comfortable and well made. 16
  17. 17. Mannequins Eco-friendly mannequins from Boneca will be used to display the clothing. The material used to make these mannequins are made from polyurethane, which is more biodegradable and easier to recycle .Placement of posters/panels:Taking an example from the successful display of panels at the Valentino Retrospective Exhibition,panels for Eco-Luxe Fashion Showcase will also be placed at eye-level. Poster will be printed in A2size. 17
  18. 18. Electronic presentations An LCD television will be playing a video which gives visitors an overview of the exhibition, introduces eco-friendly fashion, highlight ecological and ethical issues it hopes to diminish. This LCD display will be placed at a more spacious area as it is expected to attract a lot of attention being that it is the only electronic media at the exhibition. Unlike the placement of posters, LCD television will be placed higher than the eye-level for better visibility and accommodates a larger crowd. Illustration 11: Low Placement Illustration 12: Higher PlacementLabels: The labels used for this exhibition are of a standardized font, contrasting color-scheme, andfont. Short and concise descriptions of material and technique used to make the garment. 18
  19. 19. Décor: The exhibition area will not be enclosed by walls to increase its approachability factor. There will also be no ceiling over the exhibition to heighten visualization from the upper levels of the building. The open-aired concept also maximizes light from surrounding areas to reduce electricity utilization. Even though this production wont be enclosed by walls, some partitioning would still be necessary for division of space and the mounting of posters. Bloxes will be utilized for this objective. Bloxes are strong, lightweight pieces of cardboard that can be interlocked and assembled, without the need of tools, into any desired shape. The design is strikingly similar to the wall décor found at Valentino Retrospective exhibition, but more environmentally friendly.Illustration 13: Bloxes Illustration 14: Wall at Valentino Retrospective Singapore 2011 Lighting: It is important for an exhibition to have sufficient lighting, especially for an exhibition like this where self-directed learning is expected of the audience. There is more than sufficient natural lighting shining in to the Marina Bay Sands building through the huge glass windows. If natural lighting fails, the interior lighting of the building itself provides enough lighting thus there is very little use for extra lighting. But we have installed some lightweight lighting just in case. The lights illuminate the posters and labels approriately. 19
  20. 20. Marketing and AdvertisingAs this is an Eco-friendly exhibition, the marketing techniques should also reflect our commitmentto limit wastage. Marketing and advertising strategy used for Eco-Luxe Fashion Showcase 2011 areall done online. Online advertising on websites, through emails, distribution of virtual posters andeven creating hype through social media networks. A paperless advertising strategy is not onlyenvironmentally friendly but also costs lower than print advertising. 20
  21. 21. Exhibition BudgetThis exhibition is a partnership between Eco Luxe Londons designers and WWF, therefore we canomit the expenses otherwise needed for the loan of exhibit items and the cost of research to derivethe content and statistics of relevant studies.Pre and post exhibit transit $2500Exhibit Supplies panels $600 labels $160 partitions ($24.95 for 8) $0 (sponsored) crates $0 LCD panel (loan) $3000Advertising / Promotion Internet advertising $3000 Social media networks $0Overhead Contractors salaries ($240 x 7) $2400 Security guard (employed by Marina Bay Sands) $0 Total estimated cost = $11,060Space Rental to be negotiated later but maximum budget for space rental is $30,000 21
  22. 22. ConclusionEco-luxury fashion is a viable market that still has a lot of potential for growth. It should not onlybe seen as an opportunity for monetary gain but also a great cause and an investment for the future.Allowing Eco-Luxe Fashion Showcase 2011 to use Marina Bay Sands as the exhibition venuewould not only benefit The World Wide Fund for Nature or Eco-friendly, ethically and sociallyconscious brands but it would also benefit Marina Bay Sands because of the following factors: 1. We believe that this exhibition attracts a lot of interest in addition to being visually attractive. 2. Promotes designer products as it reflects that some luxury brands have an ethical conscience too and is putting effort into giving back and being reponsible for all aspect of their business. 3. This exhibition will increase human traffic to Marina Bay Sands thus your establisment will get increased exposure. 4. Last but not least, our company and our partners for the Eco-Luxe Fashion Showcase 2011 truly believe in the cause and we hope that your establishment will give us the opportunity to pursue it. 22
  23. 23. ReferencesArlene M. Butz, Lisa Kohr, Dolores Jones (2004), Developing a successful poster presentation,Journal of Pediatric Health Care, 18(1), pp 45-4B ende ll, J . (2008). World review. T he Jour nal of Cor por ate Citiz ens hip , (29), p9H oulder, V. (2003). Encouraging green cons u mer is m. Finan cial Tim es , p. 5.Muneratto, G. (2007). Projects of organised communication. Journal of CommunicationManagement, 11(1), p 87Robyn Lance, Liccy E Clavell, Stephanie Fischer, Mary E Link, & Wanda S ODell. (1998). Doingmore with less: Using silent in-services for staff development. Medsurg Nursing, 7(2), p 98Sandifer, C (2003). Technological novelty and open-endedness: Two characteristics of interactiveexhibits that contribute to the holding of visitor attention in a science museum. Journal of Researchin Science Teaching, 40(2), pp 121-137 23
  24. 24. Bibliographyhttp://bloxes.com/http://izzylane.com/http://www.bienaldearquitectura.cl/xvii/http://www.boneca.sehttp://www.ecoluxelondon.org/http://www.minna.co.uk/http://www.tammam.co.uk/ 24

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