AEON Malaysia’s efforts to hold a fashion show on board an MRT train paid off, gaining great PR value from media outlets including TV3, The star, Daily Chew Sinand Nanyang Siang Pauthe brand said A+M. The event also amassed 10.9 million social media audiences and 402,500 social media audiences from bloggers in attendance.
AEON’s fashion show featured 36 models strutting around MRT stations and trains along the Kajang MRT line late last month and was held as part of AEON Fashion Preview 2022 for promote her next fashion line. Commuters using MRT trains between Surian Station and Maluri Station were able to experience the latest designs and offerings from AEON. Jason Foo, Managing Director, Marketing Strategy and Communications at AEON, said A+M that the company has always intended to make fashion accessible to all walks of life. So, instead of holding a fashion show in malls, the team decided to take the show to where rakyat are.
“We don’t need to go to an extravagant fashion show to witness real fashion. The idea came to me when I noticed that commuters on the MRT had long attention spans, so why not help them enjoy fashion while they’re on the go?” Crazy added. The collaboration with MRT Corp was based on barter at no cost to AEON, he said.
When asked how AEON plans to leverage the chatter around the fashion show in its marketing, Foo explained that he will focus on shifting from one-way communications to creating conversations around AEON and its marks. “Beware of more exciting things like NFTs, loyalty campaigns and mega launches online with Disney’s 100th anniversary, among others,” Foo said.
AEON’s new line focuses on innercasual and is billed as size and age inclusive, while remaining priced accessible and affordable. The brand will showcase three distinct styles – ActiveWear, PeaceFit and Sustainable – and these are made in collaboration with British designer and activist Katherine Hamnett.
“SAVING THE PLANET” is the message printed on many casual t-shirts, embodying Hamnett’s drive and passion to protect the earth and the environment that sustains it. AEON Deputy General Manager Naoya Okada said innercasual is about being comfortable while choosing to be versatile and flexible in your lifestyle. Therefore, the decision to have the brand introduced in Malaysia fits perfectly with AEON’s lifestyle strategy,” she said.
The brand entered the NFT scene in April by teaming up with Malaysian food artist Afi Sulaiman for a Kuih Raya Kita NFT limited series featuring nostalgic renditions of the iconic kuih. More than 16 unique designs were available for the collection at launch, and Ngai Yuen, Sales and Marketing Director of AEON, said A+M whereas NFTs are a great extension of the physicality of execution in the digital sphere. She added that it made the NFT series known in-store thanks to the most popular and must-have Kuih Raya of the season.
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