'Shop Elsewhere' Launches in Hong Kong

A new retail model has been pioneered by Ogilvy & Mather Hong Kong that is set to transform shopping behaviour beyond recognition. 'Shop Elsewhere' – a unique shopping referral platform and  collaborative movement that encourgaes independent fashion designers to recommend other’s products that compliment their own. Shoppers browsing in one designer’s store can scan the QR code on an item to gain access www.ShopElsewhere.net where they will find recommendations for other designers’ products that have been pre-selected to match.

Click here to hear from the designers and see 'Shop Elsewhere' in action.

To purchase a recommended product, customers are directed to the designer’s store via Google Maps. The platform assists shoppers in putting together complete outfits, from clothes and shoes to handbags and accessories. Free to use and can be accessed via any mobile application with a QR reader.

What started in Hong Kong will soon be expanding across Asia. Ogilvy will take the platform to new markets and hope that the movement will have widespread implications for many of it's stakeholders - the fashion designers, retailers, shoppers and the media.

Shope Elsewhere gives independent fashion designers a competitive edge against mass retailers and luxury brands. It allows start-ups to develop their business and build their network. As such, it tackles the practice of “showrooming” – where shoppers use physical stores to examine products before buying them online – by keeping shoppers offline. This will revolutionise the shopping experience by mimicking a personal stylist. It is hoped that it will open up new a channel for the creative input of fashion icons and key opinion leaders, who can recommend or endorse style combinations.

David Paysant, Managing Director at OgilvyAction Hong Kong, explains the inspiration behind this one of a kind project “Retail rents in Hong Kong continue to skyrocket, making it difficult for independent designers to compete with luxury brands and established chains. So we started thinking about a way in which we could solve this problem and seed the growth of a mutual support system for these designers. By recommending each other’s products, designers raise awareness of their own brands and increase traffic to their stores – it’s win-win.”

Shop Elsewhere will see independent brands throughout Asia collaborate. Designers may join forces with whomever they wish, provided they endorse at least one other brand. They can also make their selections directly on www.ShopElsewhere.net, making the process time efficient.

MISCHA label designer, Michelle Lai, is one of the first designers to join Shop Elsewhere. She commented, “People in Hong Kong still do most of their shopping in-store rather than online. Shop Elsewhere will truly modernize people’s shopping experience whilst giving us some leverage against the big luxury designers.”

Independent fashion designers interested in joining the movement can visit www.ShopElsewhere.net for more information.

CCO / Reed Collins / Ogilvy & Mather Group, Hong Kong
Regional ECD / Daniel Comar / OgilvyAction Asia Pacific
CD / Mehdi Lamloum / Social@Ogilvy Asia Pacific
Digital Creative / Tyler Whitlock / Social@Ogilvy Asia Pacific
Associate CD / Jonathan Evans / Redworks Hong Kong
Senior Digital Art Director / Josh Thomas / Redworks Hong Kong
Editor / Stuart Howe / Redworks Hong Kong
CD / Andy Reynolds / The Brand Union Hong Kong
Senior Designer / Pedro Lopes Pereira / The Brand Union Hong Kong
Senior Art Directo / Jarrod Reginald / OgilvyAction Malaysia
Senior Copywriter / Michelle Lim-Chua / OgilvyAction Malaysia
Senior Designer / Elle Poon / OgilvyAction Malaysia
Senior Designer / Kenny Foo / OgilvyAction Malaysia
        
Account Servicing:    
Managing Director / David Paysant / OgilvyAction Hong Kong
Group Account Director / Harshad Sreedharan / OgilvyAction Hong Kong
Account Executive / Olivia Paul / OgilvyAction Hong Kong