EARLIER THIS year the German-based athletic footwear and apparel company Puma devised a marketing plan like no other.
Taking from the spirit, history and culture of Jamaica, Puma has launched a pan-global pop advertising campaign for its concept stores around the world.
An increase in popularity with style conscious urbanites prompted the company to market its H line in true Jamaican fashion. If you have travelled recently to England, France or major cities in the U.S. you might have noticed the remarkable stamp of Jamaican colours the black, green and gold all over Puma products.
The brand had been at a lull in the marketplace, but is making a comeback by piggybacking on the popularity of the island. At the same time the Puma campaign is doing wonders for the country, making Jamaica more visible in the international marketplace. At the same time the company also sponsors the national and Olympic teams.
"I am very ecstatic about Fashionweek," says Juliet Cuthbert, Puma's local consultant. "Showing the Puma/Jamaica line at Fashionweek is an excellent idea as it will highlight the essence of the Jamaican influence on the fashion industry."
AWARD-WINNING BAJAN couturier Renee Luke promises to take the audience on a wild adventure by way of an African safari. Luke says her collection was designed with the Serengeti safari in mind. So hold on tightly to your seats because this first-time Fashionweek participant is going to take you through the jungle with a wide range casual wear in animal prints. Her showcase will feature mainly men's wear.
