1. Eco-Luxe Fashion Showcase
2011
An Exhibition Pitch
By : Siti Aisyah Bagarib
ID : 20910329
Eco-Luxe Fashion Showcase 2011
COMM3319 – Science Communication Special Topics
UWA
28 March 2011
th
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2. Executive Summary
This document is a school assignment where I was asked to prepare an exhibition and pitch it to an
organization or a venue why the exhibition should be implemented.
Eco-fashion, which is sometimes also referred to as sustainable fashion, is a social movement to
find solutions directing towards a more responsible approach of running fashion-related businesses.
Whether negative effects were on the environment or a social group, or is a result of direct or
indirect business decisions,
For the purpose of this paper I will be acting as a representative from EcoLuxe London, a non-profit
platform for ethically conscious fashion labels, who is trying to get a venue for an exhibition it has
already planned out and has had the World Wildlife Fund for Nature to agree on partnership for this
event. I will be pitching the exhibition Eco-Luxe Fashion Showcase 2011 to Marina Bay Sands
Integrated Resort in Singapore for the use of 216 sq m of their space over a period of 60 days at a
low charge.
The rationale for the chosen location is because the building is a high-end designer label district and
this exhibition promotes greener innovations for luxury bands. The location is also spacious enough
to hold the exhibition. The layout designed for this exhibition is an open-aired concept whereby
space is left unenclosed and inviting enough for any passerby to feel comfortable enough to step
into the exhibition and explore.
The exhibition will showcase clothing from 3 Eco-friendly and ethically responsible designer
brands while raising awareness to issues like slave labor, unfair trade, animal cruelty, environmental
degradation and social suppression. The partnership with WWF also hopes to bring about awareness
about Earth Hour and motivate people to take action towards a more sustainable future.
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3. Table of Contents
Introduction..........................................................................................................................................4
Eco-Luxe London............................................................................................................................5
World Wide Fund for Nature (WWF)..............................................................................................5
The Exhibition......................................................................................................................................6
What the exhibition is: ....................................................................................................................6
Key message:...................................................................................................................................6
The Featured Designers:..................................................................................................................6
Target Audience...............................................................................................................................6
The Proposal/Exhibition.......................................................................................................................7
Location:..........................................................................................................................................7
Floorspace:.......................................................................................................................................9
Layout Plan of Exhibition:...............................................................................................................9
Duration:........................................................................................................................................10
Opening Hours:..............................................................................................................................10
Admission Fee:..............................................................................................................................10
Human Resources Needed:............................................................................................................10
Timeline:........................................................................................................................................10
Designer Profile – Izzy Lane..............................................................................................................11
Designer Profile – Minna...................................................................................................................12
Designer Profile – Izzy Lane..............................................................................................................13
Exhibition Components:.....................................................................................................................14
Posters:...........................................................................................................................................15
Product displays:............................................................................................................................16
Mannequins....................................................................................................................................16
Placement of posters/panels:..........................................................................................................17
Electronic presentations.................................................................................................................17
Labels:............................................................................................................................................18
Décor:.............................................................................................................................................18
Marketing and Advertising.................................................................................................................19
Exhibition Budget...............................................................................................................................20
Conclusion..........................................................................................................................................21
References..........................................................................................................................................22
Bibliography.......................................................................................................................................23
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4. Introduction
Environmental movements have continued receiving a lot of attention in recent decades. The threat
and effects of global warming in addition to dwindling Earth's natural resources are hard to ignore.
The public have also been giving an increasing interest and awareness in ethical performance.
Cutting down of wasteful consumption is not very effective as humans are always going to need and
buy something. Thus, the problem is not how much less we consume but consuming differently
(Houlder, 2003).
Anthony Kleanthous, from WWF-UK, mentioned that we “should look into a future in
which the very definition of luxury deepens to include not only technical and aesthetic
quality, but also environmental and social responsibility” (Bendell, 2008).
This exhibition is put forward by Eco-Luxe London to bring awareness of ecological issues resulting
from unethical consumerism. The organization is partnering with the World Wide Fund for Nature
in this event.
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5. Eco-Luxe London
Eco-Luxe London partners with organizations, charities, media and other groups to promote
high-end, environmentally friendly and socially responsible fashion labels. The non-profit
company platforms and supports their designers and brands by not only promoting but also
providing support in its production and other related business chain aspects.
World Wide Fund for Nature (WWF)
Previously know as World Wildlife Fund, it is the largest global conservation organization
that has invested in over 11,000 projects globally and it cooperates with many organizations
and agencies to help accomplish their missions.
One of their biggest awareness campaign is Earth Hour. It is a global sustainability
movement where businesses and homes turn their lights off for one hour on the last Saturday
of March annually.
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6. The Exhibition
The theme of this exhibition is that being Eco-friendly can be fashionable too. One neither has to
sacrifice style, quality nor variety to be environmentally and socially mindful.
What the exhibition is:
Display of 3 environmentally friendly luxury fashion labels, introducing innovations and
exposing the public to environmental, animal protection and human rights issues related to
the fashion scene.
Key message:
1. To encourage Eco-friendly fashion
2. To promote selected designer labels
3. To raise awareness on 'less than glamorous' issues that irresponsible consumption causes
socially and environmentally
4. To inspire creativity, innovation and movement
5. To promote Earth Hour and WWF
The Featured Designers:
1. Izzy Lane
2. Minna
3. Tammam
Target Audience
The demographics of the target audience is anyone from the general public but with a
special focus on middle to upper class females from the age of 20-55.
Focus of target audience is as such because Eco-luxury brands are sold at a higher price and
The target audience also includes environmental activists.
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7. The Proposal/Exhibition
Location:
Illustration 1: Source: marinabaysands.com
We are proposing to utilize space at Marina Bay Sands for the exhibition venue at low to no
cost.
The rationale for choosing it to be held here is the availability of constant human traffic and
the relevance of environment. A lot of luxury fashion stores are located in the Marina Bay
Sands integrated resort. The Arts and Science Museum is also located next door, thus
increasing relevance of the exhibition's design and science concepts. It is in close proximity
to other attractions such as Esplanade Theaters on the Bay, the Singapore Arts and Science
Museum and many others.
Marina South and Promenade MRT stations are only 5 minutes away by taxi.
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Illustration 2: Source Google Maps
8. Eco-Luxe Fashion Showcase 2011 will be an open-air exhibition located in the middle of
the Shoppes area, level 1. We want to make this exhibition as accessible as possible to
potential audiences. Adopting an open-concept approach would not intimidate or inhibit
interest as opposed to putting up walls or holding exhibition in the convention center.
Exhibition is located for optimal exposure as illustrated in Illustration 3 and 4.
Illustration 3: Source: marinabaysands.com
Illustration 4: Exhibition space when viewed from 3rd story
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9. Floorspace:
Exhibition would take up 216 sq m
Layout Plan of Exhibition:
The exhibition area is divided into 3 main parts according to designer and the value each
label specializes in. Refer to illustration 5 below.
Pink section displays items from Tammam and educates audience about Fair Trade.
Purple section displays items from Minna and educates audience about Eco-friendly fabrics.
Yellow section displays items from Tammam and educates audience about Animal welfare.
Illustration 5: Floorplan Layout
A panel about Earth Hour is placed beside the LCD television, a location expected to attract
and hold most audience's attention, so as to maximize awareness about that event. It would
receive maximum exposure and would also please WWF, who is one of the biggest sponsor
for this event.
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10. Duration:
In line with the “60” in Earth Hour's logo, this exhibition would be held for 60 days from
25th February (Friday) till 25th April 2011 (Monday) to coincide with Earth Hour which falls
midway on 26th March (Saturday) .
Illustration 6: Earth
Hour logo
Opening Hours:
Open for public access around the clock.
Admission Fee:
There will be no admission fee charged as exhibition is organized by non-profit
organizations with the main aim of raise awareness on sustainability and issues related .
Human Resources Needed:
1. Contractors for assembling partitions and electrical wiring
2. Couriers to safely deliver exhibition items and ship them back
3. Security guard to petrol the exhibition and make sure nobody commits vandalism or
misconducts
Timeline:
Works on the exhibition would start on 19th February 2011 and is scheduled for 5 days.
Opening day of Eco-Luxe Fashion Showcase 2011 would be just in time for weekends.
Day 1: drawing down layout of exhibition, installation of partitions and base fixtures
Day 2: bringing in the exhibit items and more fixtures
Day 3: electronic installations
Day 4: installing panels and labels
Day 5: lights adjustments and finishing touches
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11. Designer Profile – Izzy Lane
Established in 2007, it is now one of the leading ethical brands and voice of animal
welfare in the fashion industry, especially for British wool. The company rescues
rare breeds of Wensleydale and Shetland sheep which otherwise would have been
slaughtered for being the wrong gender, being too tiny, too old or other trivial
characteristics. Their wool are then used for knits and woven wear.
Izzy Lane has had considerable media and press-coverage, won the RSPCA Good
Business Award, the RE New Designer award and was also requested to present a
catwalk collection for the Queen.
http://www.izzylane.com/
Illustration 7: Source: izzylane.com
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12. Designer Profile – Minna
Minna Helpburn's love for vintage clothing and interest in environmental issues were
factors that encouraged her to launch this label in 2008. Every item is manufactured
locally, decorated by hand and made from organic or recycled materials focusing on
zero-waste pattern-cutting techniques.
Her pieces are ethically mindful yet stylish and beautiful.
http://www.minna.co.uk/
Source: Minna.co.uk
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13. Designer Profile – Tammam
Specializing in luxurious ethical haute couture and bridal wear, Lucy Tammam's
gowns are truly unique and beautifully tailored. Style and quality are not traded in for
sustainability, fair wage and Eco-friendly fabrics.
http://www.tammam.co.uk/
Illustration 8: Source: Minna.co.uk
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14. Exhibition Components:
“The stand/exhibition is the space for presentation and action: it must attract and involve,
and also be thought-provoking, in other words it must engage visitors and make them an
active part of the event itself, actors rather than mere spectators.” (Muneratto, 2007)
Every exhibit component has to be able to stand alone and at the same time connect
seamlessly with the rest of the exhibition.
As written in Medsurg Nursing (1998), education methods fall into two categories –
traditional and self-directed. The traditional method of education is practiced through a
teacher/learner type setting, where else self-directed learning methods permits the learner in
deciding what and when he/she will study. The illustrations below lists down the advantages
and disadvantages between the two categories.
Illustration 9: Source: Medsurg Nursing (1998)
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15. Posters:
With careful design of content and aesthetics, posters can be a very effective way of message
communication. By using self-directed posters, expenses will also be kept low as there is no
usage of electricity or additional staff needed to explain to audiences. The primary cost for
developing posters include paper, printing ink and mounting board/equipment.
These are the posters that will be displayed:
1. Earth Hour
2. Introduction to the brand Izzy Lane
3. Introduction to the brand Minna
4. Introduction to the brand Tammam
5. Animal Welfare in the fashion industry
6. Eco-friendly fabric
7. Fair Trade
Components of a Poster
Title: Short and in line with the theme of the poster. Fonts used should be easy to read and
visible from about 1 meter away.
Abstract: Easily understood, captures interest of the audience and prompts them to carry on
reading.
Content: The main body of the content is placed here. Avoid extremely wordy paragraphs.
The average attention span of a visitor is 30 seconds, if not less (Sandifer, 2003).
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16. Product displays:
Illustration 10: Source bienaldearquitectura.cl
Exhibit item are put on mannequins and displayed on recycled custom corrugated cardboard
blocks for easy installation and reassembly. There will be no glass casing protecting the
displayed items to encourage the audience to touch and feel that the materials used to make
the clothes are durable, comfortable and well made.
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17. Mannequins
Eco-friendly mannequins from Boneca will be used to display the clothing. The material
used to make these mannequins are made from polyurethane, which is more biodegradable
and easier to recycle .
Placement of posters/panels:
Taking an example from the successful display of panels at the Valentino Retrospective Exhibition,
panels for Eco-Luxe Fashion Showcase will also be placed at eye-level. Poster will be printed in A2
size.
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18. Electronic presentations
An LCD television will be playing a video which gives visitors an overview of the
exhibition, introduces eco-friendly fashion, highlight ecological and ethical issues it hopes to
diminish. This LCD display will be placed at a more spacious area as it is expected to attract
a lot of attention being that it is the only electronic media at the exhibition.
Unlike the placement of posters, LCD television will be placed higher than the eye-level for
better visibility and accommodates a larger crowd.
Illustration 11: Low Placement Illustration 12: Higher Placement
Labels:
The labels used for this exhibition are of a standardized font, contrasting color-scheme, and
font. Short and concise descriptions of material and technique used to make the garment.
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19. Décor:
The exhibition area will not be enclosed by walls to increase it's approachability factor.
There will also be no ceiling over the exhibition to heighten visualization from the upper
levels of the building. The open-aired concept also maximizes light from surrounding areas
to reduce electricity utilization.
Even though this production wont be enclosed by walls, some partitioning would still be
necessary for division of space and the mounting of posters. Bloxes will be utilized for this
objective. Bloxes are strong, lightweight pieces of cardboard that can be interlocked and
assembled, without the need of tools, into any desired shape. The design is strikingly similar
to the wall décor found at Valentino Retrospective exhibition, but more environmentally
friendly.
Illustration 13: Bloxes Illustration 14: Wall at Valentino Retrospective
Singapore 2011
Lighting:
It is important for an exhibition to have sufficient lighting, especially for an exhibition like this
where self-directed learning is expected of the audience. There is more than sufficient natural
lighting shining in to the Marina Bay Sands building through the huge glass windows. If natural
lighting fails, the interior lighting of the building itself provides enough lighting thus there is very
little use for extra lighting. But we have installed some lightweight lighting just in case. The lights
illuminate the posters and labels approriately.
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20. Marketing and Advertising
As this is an Eco-friendly exhibition, the marketing techniques should also reflect our commitment
to limit wastage. Marketing and advertising strategy used for Eco-Luxe Fashion Showcase 2011 are
all done online. Online advertising on websites, through emails, distribution of virtual posters and
even creating hype through social media networks. A paperless advertising strategy is not only
environmentally friendly but also costs lower than print advertising.
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21. Exhibition Budget
This exhibition is a partnership between Eco Luxe London's designers and WWF, therefore we can
omit the expenses otherwise needed for the loan of exhibit items and the cost of research to derive
the content and statistics of relevant studies.
Pre and post exhibit transit $2500
Exhibit Supplies
panels $600
labels $160
partitions ($24.95 for 8) $0 (sponsored)
crates $0
LCD panel (loan) $3000
Advertising / Promotion
Internet advertising $3000
Social media networks $0
Overhead
Contractors salaries ($240 x 7) $2400
Security guard (employed by Marina Bay Sands) $0
Total estimated cost = $11,060
Space Rental to be negotiated later but maximum budget for space rental is $30,000
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22. Conclusion
Eco-luxury fashion is a viable market that still has a lot of potential for growth. It should not only
be seen as an opportunity for monetary gain but also a great cause and an investment for the future.
Allowing Eco-Luxe Fashion Showcase 2011 to use Marina Bay Sands as the exhibition venue
would not only benefit The World Wide Fund for Nature or Eco-friendly, ethically and socially
conscious brands but it would also benefit Marina Bay Sands because of the following factors:
1. We believe that this exhibition attracts a lot of interest in addition to being visually
attractive.
2. Promotes designer products as it reflects that some luxury brands have an ethical
conscience too and is putting effort into giving back and being reponsible for all aspect
of their business.
3. This exhibition will increase human traffic to Marina Bay Sands thus your establisment
will get increased exposure.
4. Last but not least, our company and our partners for the Eco-Luxe Fashion Showcase
2011 truly believe in the cause and we hope that your establishment will give us the
opportunity to pursue it.
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23. References
Arlene M. Butz, Lisa Kohr, Dolores Jones (2004), Developing a successful poster presentation,
Journal of Pediatric Health Care, 18(1), pp 45-4
B ende ll, J . (2008). World review. T he Jour nal of Cor por ate Citiz ens hip , (29), p
9
H oulder, V. (2003). Encouraging green cons u mer is m. Finan cial Tim es , p. 5.
Muneratto, G. (2007). Projects of organised communication. Journal of Communication
Management, 11(1), p 87
Robyn Lance, Liccy E Clavell, Stephanie Fischer, Mary E Link, & Wanda S O'Dell. (1998). Doing
more with less: Using silent in-services for staff development. Medsurg Nursing, 7(2), p 98
Sandifer, C (2003). Technological novelty and open-endedness: Two characteristics of interactive
exhibits that contribute to the holding of visitor attention in a science museum. Journal of Research
in Science Teaching, 40(2), pp 121-137
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