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ORTH AMERICA: HOLDING STEADY
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During the year, the TDC participated in 29 trade fairs, exhibitions and promotions in the US, which absorbed 19.4% of the Council's promotional budget,
in line with its standing as Hong Kong's leading domestic export market.
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One of the highlights of the year's activities was the Council's first shopping mall promotion in the US, held in September, 1990 at the Woodfield Shopping Centre, an extensive complex in Schaumburg in the suburbs of Chicago. Three leading department stores - Sears, JC Penny and Marshall Field's and more than 300 retail shops were involved in the project, which featured a comprehensive array of Hong Kong products.
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Another mall promotion was held a month later in the prestigious Century City Mall in Century City, Los Angeles. More than 70 retail shops joined the two main
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stores, Bullock's and Broadway, in the week-long
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promotion on Hong Kong, entitled "Hong Kong - Festival of the Lantern", which attracted over 180,000 consumers, 15% up on normal traffic. As a return function, the city of Los Angeles will stage an L.A. Week in Hong Kong during 1991.
Hong Kong-made toys, which enjoy increasing popularity in the US, were in the limelight at a major promotion organised by the Council with FAO Schwarz, a top-of-the-range toy department store chain with a flagship store in New York City. During a three-week period in April 1990, a vast selection of Hong Kong toys was prominently displayed in six FAO Schwarz stores located in key cities across the US. The promotion generated excellent publicity for Hong Kong's toy manufacturers and resulted in a marked increase in orders.
The spotlight was also on Hong Kong in a promotion mounted with the Gottschalks Department Store in Fresno, California, and in a roving display of high-quality Hong Kong merchandise, which visited major cities in the US, including Miami and Houston.
To ensure a high profile for Hong Kong companies across the US during the year, the TDC organised Hong Kong participation in trade shows from coast to coast. The diversity of these shows and the business results achieved by local companies attest to the popularity of Hong Kong goods in the US.
Above: Hong Kong designer
wear making its mark in
Chicago at the Woodfield
Shopping Centre promotion,
organised by the TDC to boost
the profile of brand-name
merchandise in the US.
Left: The gateway to an
exclusive range of high-quality
Hong Kong merchandise
promoted in 70 retail stores at
Century City Mall in Century
City, Los Angeles.
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