A corporate brand revamp for local fashion label PAULINE NING, through carefully curated Integrated Marketing Communications(IMC). The purpose of our IMC is to promote PAULINE NING’s Spring/Summer 2015 collection in a way in which not only will allow consumers to purchase the garments, but more than that, to understand the idea behind this collection and grasp the concept of PAULINE NING as a brand since it is not well-known and appreciated enough locally. Therefore, we went for the idea of an exhibition, combined together with a retail space, in order for consumers to interact with the brand’s products and view them in a more interesting manner as opposed to just hanging them on the racks. From there, they are then able to connect more with the products before purchasing them, in which we believe is essential to gain brand knowledge and loyalty. 

Rep·li·ca (n.) A copy or reproduction of a work of art, especially one made by the original artist. 

Mirrors are the main feature for our exhibition-cum-retail space, playing with their dimensions and reflective nature to further enhance her design aesthetics. Therefore, the word ‘Replica’, for its definition, is in line with our vision and idea for the exhibition. All that is reflected and seen on the mirrors are exact replicas of PAULINE NING’s garments. 

2015

: Branding, Fashion Images & Fashion Marketing