(11 Oct 2012) SHOTLIST(including transcript):-
Hong Kong, 11 Oct. 2012
1. Wide of display of JCrew merchandise in Lane Crawford Department Store
2. Tilt up shot of mannequins
3. Racks of JCrew clothes
4. Close up shot of hot pink blazers
5. Wide shot of glass shelf display
6. Close up shot of leopard print high heels
7. SOUNDBITE (English), Millard (Mickey) Drexler, CEO of JCrew
"We're online in 105 countries, and as I said, building a business, is constant, it's daily and it never ends. So we're not in a hurry. I know that opportunities in China are great and we will be there when we need to. But I don't ever feel you're late in the fashion business because fashion by definition is something that's new anyway. So if we're new in a year or two or three, so be it."
8. Wide shot of mannequins
9. Close up shot of mannequins
10. Wide shot of Jenna Lyons, President and Creative Director of JCrew
11. SOUNDBITE (English), Jenna Lyons, President and Creative Director of JCrew, on how shoppers in Asia differ from shoppers in the US
"I don't think that fashion or style necessarily has an address. It doesn't specifically comes from one place. We found the women here appreciate a little bit of sparkle, they appreciate a little bit of bright color, the men appreciate great tailoring, soft plaid shirts. The kind of things here that we're seeing a response to, are very similar to what we see in the United States. How they put them together here, might be different."
12. Close up shot of Lyon's hands
13. SOUNDBITE (English), Jenna Lyons, President and Creative Director of JCrew, styling advice to Asian customers
"I would recommend going outside of your comfort zone, trying something that you haven't tried. Wear sparkles during the day, wear a bright colored sweater, wear a red pant for a guy. Go outside your comfort zone, try something new."
14. Wide shot of JCrew display
15. Green patent high heels
16. Mid shot of mannequins.
FASHION BRAND CREW LAUNCH IN HONG KONG
Fashion brand "JCrew" is arriving fashionably late to China.
The iconic American brand is testing the water in the Chinese market by collaborating with Lane Crawford, an upscale department store.
Starting October, a curated selection of JCrew collection is being sold in Lane Crawford's retail space in Hong Kong and Beijing.
JCrew, who operates 277 retail stores in North America, is making a come back in Asia after its franchise in Tokyo folded in 2009.
To celebrate the launch, CEO Millard (Mickey) Drexler and Creative Director, Jenna Lyons were both in attendance at the Lane Crawford store in Hong Kong on Thursday October 11th.
In an interview with the Associated Press Drexler said that he's always been very selective about expansion.
His priority was to upgrade the products, explore opportunities in the US, and strategize the company for growth.
According to Drexler, JCrew's arrival in the Chinese market is about timing and it wasn't the right timing until now.
While other business see the Chinese market as a key to their future, Drexler does not. He explained, "we're not in a hurry. I know that opportunities in China are great and we will be there when we need to. But I don't ever feel you're late in the fashion business because fashion by definition is something new anyway. So if we're new in a year or two or three, so be it. "
Creative Director Jenna Lyons is excited to learn that customers have responded warmly to JCrew's inception in Hong Kong, which cemented her belief that style has no address.
Lyons said that the feedback from Hong Kong customers are very similar to the ones in the US. However, it's the way that the customers put the ensemble together that set them apart.
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