Your Shot: Shop Elsewhere

In Hong Kong competition for space and attention is fierce – and independent fashion designers risk being squeezed out by the major mega-labels. But who wants to wear the same as everyone else, right? Ogilvy & Mather Hong Kong are on a mission to give the indies a platform and help shoppers avoid the dreaded unplanned-matching-outfit scenario. Addison Capper caught up with Managing Director, David Paysant, to find out more about their new app.

 

LBB> Where did the inspiration for Shop Elsewhere come from and why did you feel the need to do something and make a difference? Did a client present a brief or is it an O&M Hong Kong product?

O&M> Shop Elsewhere is an Ogilvy & Mather Hong Kong owned movement. It was not the result of a client brief. 

The retail landscape in Hong Kong is increasingly fierce, leaving local and independent designers struggling to afford physical retail spaces. Shop Elsewhere builds a support system for independent fashion designers, in terms of increasing customers and foot traffic to stores – many of which are in less centrally-located areas. 

LBB> What was the research and design process like?

O&M> The idea and name was so strong that the thought process was quite straightforward. Seeing as the brand was all about helping people find new products, we explored a few routes and metaphors around the idea of movement and paths, which led us to the location marker. 

LBB> How do you source the designers featured on the app and are there any specifics they have to fulfil to be deemed 'independent'?

O&M> We’re not sourcing designers or hand-picking those who we would like to join. It’s an open invitation to all independent fashion designers who would like to become involved in the movement. 

LBB> What has the response been like from the Hong Kong public so far?

O&M> We’re currently in the soft-launch phase of Shop Elsewhere and will be launching it to the Hong Kong public in June. 

We have high expectations for the movement. Hong Kong is full of trendsetters, fashionistas and shopaholics and Shop Elsewhere encourages people to shop, pointing them in the right direction - what’s not to love?

LBB> What were the key challenges you faced during conception and how did you overcome them?

O&M> The main challenge was to find a way to help these designers come out from the shadows of the big brands.  Understanding how local designers conduct their businesses and what shopping habits are within this category helped us formulate the idea.  Another initial challenge was finding the founding designers to participate.  However, when you find like-minded creative people who are willing to experiment, it becomes a very collaborative experience.

LBB> What are the next steps for Shop Elsewhere?

O&M> We will soon be launching the project in other Asian markets. 

LBB> What would you like it to become?

O&M> We would like this to become a global movement, supporting independent fashions designers in their business development. 

Credits

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