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Hawaii Fashion Incubator Wins Award for HFM2013

The American Marketing Association Hawaii Chapter has announced the winners for the 2013 American Marketing Awards, honoring Hawaii’s top marketers in 2013. The Hawaii Fashion Incubator was awarded Best Marking of an Event for Hawaii Fashion Month (HFM).

HFM is a month to promote and elevate all aspects of Hawaii’s fashion industry: design, manufacturing, education, art, retail, and more. The inaugural HFM in October 2013 featured 40 events including fashion shows, exhibits, shopping events, seminars, and films. Four “Signature Events” were created and produced by the HFM team to anchor the month, including the HFM Kick-Off, OUTFIT: Hawaii Fashion Designers Market, Fashion as Art @ HiSAM, and the Governor’s Fashion Awards, as well as two Signature sponsor events with Ala Moana Center and Royal Hawaiian Center.
“With widespread participation and support from the fashion industry, corporate partners, and the State and County governments, HFM 2013 was an unprecedented effort that greatly increased the visibility of Hawaii fashion and set a baseline to measure growth and progress going forward,” says Melissa White.

HIFI oversaw the planning and production for HFM with support from HFM Co-Chair Senator Will Espero, a Steering Committee, and a Team of eight. The marketing team included Katie Ka`anapu of Howard Hughes Corporation (HFM Marketing Committee Chair and Steering Member); Lauren Roth of Yellow Bird Bohemia (HFM Creative Director); Aaron Lee of Formlessness Design (HFM Web Designer); Bree Dallwitz of Communications Pacific (HFM PR Coordinator); James Cave (HFM Social Media and Editorial Director), Jason Hoopai of ShopSuey (Mobile App Partner) and Shaun Edward (Videographer).

In its inaugural year, HFM secured partnerships with major media including HONOLULU Magazine, Clear Channel, Nella Media Group, and Pacific Edge Magazine, as well as a print partnership with Hagadone Printing. Magazine partners provided advertising and design support for the HFM and Governor’s Fashion Awards programs. KITV featured HFM regularly leading up to and during the month, and weather anchor Moanikeala Nabarro showcased local designers throughout the month. Clear Channel aired 200 radio spots throughout the month of October. A partnership with mobile app ShopSuey enabled HFM to have an interactive online program, as well as a virtual marketplace for vendors at OUTFIT Hawaii Fashion Designers Market. And the State of Hawaii remained a steadfast supporter, pledging $160,000 in funding and issuing an official proclamation by Governor Neil Abercrombie at a press conference in August 2013.

In all, HFM was covered in the media more than 170 times leading up to and during the month. More than 100 local designers were showcased and thousands attended the events from Hawaii, the Mainland U.S., Japan, China, and India. The recognition from the American Marketing Association Hawaii Chapter attests to the excellent work carried out by the HFM Team in promoting this first-of-its-kind event.

The awards will be presented to all recipients at a reception on April 10 at the Hawaii Prince Hotel in Waikiki. More information can be found at amahawaii.org, hawaiifashionmonth.com, and hawaiifashion.org.

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