Thursday October 18, 2012
Staying fashion-forward at Parkson
Parkson did an ambitious shoot in Europe for its Style Passport fashion campaign last year. AS a fashionable family department store, Parkson has always placed emphasis on staying true to trends.
The different brands in its various outlets speak of the company’s dedication to staying in touch with the fashion industry and the needs of its customers for the latest apparel and accessories.
The different Parkson outlets carry brands that range from international labels to local designers. There are even brands that are specifically chosen to appeal to the younger market such as Paul Frank, DKNY Jeans and Miss Selfridge. Exclusive to Parkson are the Salute by Wacoal range (the brand’s European lingerie line) and colourful Spanish brand Desigual. For a local flavour, there are Malaysian couturiers Melinda Looi, Tom Abang Saufi and Key Ng.
In terms of accessories, the footwear section carries the latest shoe trends ranging from ballerina and oxford shoes to clogs, mules, wedges and chunky heels.
Parkson continually produces creative campaigns. Last year, the department store launched its Parkson Style Passport: Europe campaign that highlighted new brands from the four fashion capitals: London, Milan, Paris and Barcelona. European brands such as Armand Basi, Paco Herrero, Rebeca Sanver, Wallis and Adolfo Dominguez made their presence felt.
In conjunction with its 25th anniversary, there is also the Parkson 25-Year limited edition tote bag, a collaborative project between the department store and radio stations Capital FM, Suria FM and 988 FM. The bags were created by radio announcers Asha Gill, Joanne Kam, Xandria Ooi, Linda Onn and K.K. Wong.
Priced at RM9.90 each, the recycled bags are made from approximately 18 units of 500ml recycled PET bottles. For every bag sold, RM1 is donated to the World Vision 30-Hour Famine fund.
Such campaigns signify the relevance of the department store in keeping up with the times.
Source:
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