Debut fair will delight city's trendsetters

PUBLISHED : Friday, 14 August, 2009, 12:00am
UPDATED : Friday, 14 August, 2009, 12:00am

The Hong Kong Trade Development Council has created the HKTDC Hong Kong Lifestyle Showcase 2009 to promote the city as a trendsetter.

This inaugural fair would provide visitors with a taste of the lifestyle aspirations behind products, said Raymond Yip, assistant executive director of the HKTDC.

The event is being held from today until next Monday at the Hong Kong Convention and Exhibition Centre (HKCEC) in Wan Chai, featuring exhibits by more than 250 brands.

The Hong Kong International Tea Fair, HKTDC Food Expo and the HKTDC International Conference and Exhibition of the Modernisation of Chinese Medicine and Health Products are also being held concurrently at the HKCEC.

Visitors who buy an entrance pass at the Lifestyle Showcase will get free entry to the other fairs.

Mr Yip said the word 'lifestyle' referred to a way of living and its associated values. It typically reflected an individual's attitudes, values or world view through personal belongings.

And in today's competitive economic climate, it would attract a lot of attention from product suppliers and consumers, so the HKTDC was expecting a high number of fair visitors.

Pop 3, one of the exhibitors, agreed with Mr Yip and said the economic crisis might even help the fair.

'The economy may help increase sales as traders and visitors always know that they can get good choice and offers at a fair,' said a company spokesman.

The fair is divided into three exhibit zones: Lifestyle-Glamour, Lifestyle-Leisure and Lifestyle-Living.

Lifestyle-Glamour includes watches and clocks, jewellery, fashion and fashion accessories. Lifestyle-Leisure showcases creative products, pet products and sporting goods. Lifestyle-Living includes personal and health products, and entertainment products.

There is also a Hong Kong Q-Mart Quality Living Zone organised by the Federation of Hong Kong Industries. It showcases a variety of made by Hong Kong quality products that contribute to enhancing the quality of everyday life, Mr Yip said.

The HKTDC has also organised activities to entertain and pass on lifestyle knowledge to visitors and traders.

They include seminars on eco-living tips and audio-visual products, a hair-styling show, aerobic demonstrations and performances, image workshops and mini-parades.

Club Fervor, an exhibitor, chose to participate in the fair with hopes of creating more awareness of its new membership-based club.

'We represent the overall buying interests of consumers from a company that knows trends and lifestyles. The Lifestyle Showcase seems to perpetuate the same message to the audience, so we hope to recruit more members to join our club through exhibiting at this event,' said brand manager Elsa Chau.

Apart from trying to attract more visitors, companies can also use this opportunity to promote their brands.

'The reasons we chose to participate in the Lifestyle Showcase are to get more press coverage and to increase our sales. It has been a success for us already as the HKTDC organised a lot of coverage for us at the press conference,' said Polly Yu, marketing manager of Ice-Watch Hong Kong.

Ms Yu also believes that Ice-Watch sales will be strong as visitors will go to the fair to look for good, cheap bargains. Even so, Ice-Watch will also be showcasing its latest collection and staging promotions hoping to attract more visitors.

The company will be promoting its newly launched summer collection of watches and people who buy a watch will receive a free pair of stylish sunglasses.

Club Fervor will also be showcasing a series of trendy and attractive products to visitors.

Ms Chau said that as good health, eating well and happy living were common traits among today's consumers, the company would present products that had been tested to be safe for food preparation and storage. 'These are important issues for today's health-conscious consumers,' she said.