Dallas Market Center: FashionCenterDallas
2006 ReBrand 100 Winners > meritIndustry: Retail Sales/Property Development - Below: Before Images, Rebrand Images, Summary, Credits Summary: Challenge - The International Apparel Mart in Dallas, Texas was a 50-year old venue for wholesale apparel markets. Attendance of exhibitors and buyers at apparel markets held in the dated facility had declined over the prior decade, as markets in newer venues around the country emerged. Strategy - Dallas Market Center moved its apparel marketplace to the newer World Trade Center, renaming it “FashionCenterDallas.” A new branding campaign introduced the theme line “C & Be Seen” to position FashionCenterDallas as the marketplace that makes apparel exhibitors and buyers “players” in the fashion industry, because it delivers the resources customers need to be successful. A consistent brand message was communicated in advertising, direct mail, the Internet and at the venue. Result - Exhibitor space in the new venue was 100% leased at the grand opening, and buyer traffic more than doubled the previous year’s traffic. Credits: Client: Dallas Market Center - www.dallasmarketcenter.com Creative Firm: Flowers & Partners, Inc. Marketing Communications - www.flowers-partners.com [back] |
