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2011

KHAISILK
Strategic Public Relations Plan
RMIT International University, Vietnam
COMM2381 Strategic Public Relations Planning

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Doan Thao Vy s3259182

TABLE OF CONTENTS
Background ................................................................................................................................................... 3 Situation Analysis .......................................................................................................................................... 3 Key Findings ............................................................................................................................................... 3 Opportunity Statement ............................................................................................................................. 6 PRIMARY Target Publics Potential consumers of Khaisilk .......................................................................... 6 Communication Objectives (for primary publics) ......................................................................................... 7 Key Message ................................................................................................................................................. 8 umbrella Key Message .............................................................................................................................. 8 For primary target public (Potential consumers of Khaisilk) ................................................................. 8 For secondary target public (Key players of Singapore fashion scene) ................................................. 8 Strategy Statement ....................................................................................................................................... 8 Tactics ........................................................................................................................................................... 8 Stage 1: Towards the launch of khaisilk flagship store (1 31 may) ........................................................ 8 Stage 2: Khaisilk promotion - Ultimate premier clothing and its values ................................................. 11 Budget ......................................................................................................................................................... 13 APPENDIX 1 SWOT Analysis table ............................................................................................................ 15 STRENGTHS.............................................................................................................................................. 15 WEAKNESSES ........................................................................................................................................... 15 OPPORTUNITIES ...................................................................................................................................... 15 THREATS .................................................................................................................................................. 17 APPENDIX 2 Secondary target public Key players of Singapore fashion scene ..................................... 18 APPENDIX 3 communication objectives (for secondary publics) ............................................................. 18 APPENDIX 4 Tactics .................................................................................................................................. 19 Stage 1: Towards the launch of khaisilk flagship store (1 31 may) ...................................................... 19 Stage 2: Khaisilk promotion - Ultimate premier clothing and its values ................................................. 23 APPENDIX 5 MAJOR SINGAPORE FASHION PUBLICATIONS ..................................................................... 27 Reference .................................................................................................................................................... 28

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BACKGROUND Khaisilk is among Vietnams most prestigious luxury brands known for its distinctive, superb quality fabrics of silk, cotton, and linen. The fine fabrics are then tailored into a wide array of men and womens clothing and accessories that range from being traditional Asian clothing to trendy apparel. Khaisilk Corporation is in the process of expanding Khaisilk fashion merchandising into Singapore with its flagship store in Tangs, the luxury department store of many established luxury brands. A high-profile PR campaign will accompany the flagship stores launch and position Khaisilk as the leading Vietnamese luxury fashion label that is of traditional values expressed in a modern, urban vibe and is committed to bringing Singaporean customers one-of-a-kind experience in Khaisilk high-end clothing. Apart from generating publicity, this campaign also serves the purpose of bringing Khaisilk networking and relationship-building opportunities with Singapore fashion key players. SITUATION ANALYSIS KEY FINDINGS

For a detailed SWOT analysis, please see Appendix 1.

Negative findings for the campaigns success Singapore's multicultural Asian population comprising Chinese-origin people (75.6%), Malays (13.6%), and the Indians (8.7%) makes Singapore a melting pot that is diverse in culture and dynamic in the rich differences between ethnic groups (Ledesma et al. 2009). This poses the probability of miscommunication because of background differences, cultural clash and practices ignorance. Khaisilk lacks local experience regarding these threats. In order for the campaign to succeed, Khaisilkk should get a clear and thorough understanding of Singapore's culture, practices, the media landscape and its fashion scene to come up with appropriate message for each cultural/ethnic group.

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The Singapore fashion scene is much of a saturated market wher e numerous big name foreign fashion houses and established local brands take the dominant positions (Fatt 2001). Those labels have had notable PR campaigns of their own; this makes it harder for other, later fashion labels to get a voice in the market. We are faced with the challenge of creating a campaign that attracts attention and leaves long-lasting impression.

Other Singapore businesses are taking advantage of the fast and widespread usage of online media in brand promotion - Singapore businesses turn to social networks over three times more than their global counterparts (Truong 2010). This creates the challenge of conceiving a distinct, unique, memorable use of online social media for Khaisilk among numerous others online promotional messages from local Singaporean businesses. No matter what the negative findings are, the positive findings as below outnumber negative findings in terms of effect and significance. Positive findings FOR THE CAMPAIGNS SUCCESS
ABOUT SINGAPOREAN CULTURAL VALUES AND GENERAL TRENDS

Singapore's multi groups of different Asia ethnicities make Singapore's cultural presence diverse in terms of language, cultural festivals, traditional practices, cuisine, arts (Ledesma et al. 2009). Each ethnic group brings its own distinction but the core Asian values remain a shared property among all Singaporeans. In terms of dressing rules, Singapore among other collectivist Asian countries, though with more liberty, generally follows a common dress code such as respectful dressing and avoid the stigma attached to clothing that are too provocative and fashion forward (Ledesma et al. 2009). Also, the Singaporeans have been under Western influences for as long as from late eighteenth century. Singapore embodies the harmonious blend between East and West culture. Core Asian values are preserved and mixed with the urban vibe, the quick and modern lifestyle of the West. Therefore, clothing that demonstrate this oriental and western combination hold appeal
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and relevance to Singapore customers. Khaisilk clothing manifest this particular trait thus the campaign's message highlighting Khaisilk clothing values is likely to be received enthusiastically.
ABOUT SINGAPORE MEDIA LANDSCAPE

Singapore is one of the most advanced digital markets in Asia Pacific (Truong 2010). Almost three in five adults (59%) go on the Internet on a daily basis (The Nielsen Company 2011). Singapore, as a small island city, enjoys advanced and stable technological infrastructures (World Economic Forum 2011) with 99% Internet broadband connection penetration rate (IDA Singapore 2010). As of June 2010, Singapore has 3.658.400 Internet users (making up 77.2% of total population). Singaporeans mostly direct their online activites to online communication, entertainment and social networking sites. Facebook, YouTube and Yahoo! are the most visited sites in Singapore with Facebook taking the top position. Other social networking sites like Twitter, Blogger, Wordpress are also popular (Alexa Internet 2011). Khaisilk can make the most out of this trend and turn to online media as communication platform. Watching online video is extremely popular in Singapore. In April 2010, nearly 320 million videos were watched by Singapore Internet users with YouTube accounted for 63% of all videos (Radwanick, S 2010). According to Joe Nguyen (2010), comScore Vice President for Southeast Asia, online video is an integral part of Singapore consumers digital lives *+ Its important for brands to recognize the substantial reach and highly engaging quality of this platform as a way to target and interact with consumers. Singapore citizens attach mainstream, national newspapers, magazines and their online versions with great credibility and integrity (Datamonitor 2010). Khaisilk can disperse information on these outlets. Also, according to a study by OgilvyOne Asia Pacific (2009), blogs are given just as much credit as tradition, mainstream media are ('Singapore: Business Issues Top 5 Pointers for Businesses using Social Media in Singapore' 2010). Khaisilk can make use of

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this trend and employ blog flatforms as a way to engage the target public and as a company news portal means.
ABOUT SINGAPORE FASHION SCENE

Luxury items are welcomed among the Singaporeans who are financially capable thanks to Singapore's strong economy and high-income level (Fatt 2001). This coupled with the fact that the affluent Singaporeans are becoming increasingly fashion conscious means possible interest in and high reception of Khaisilks message. Most importantly, the Singapore government, in the attempt to make it another fashion capital of the world, creates opportunities for fashion business to grow (BBC News 2010). During Khaisilks five-month long campaign, major fashion events and festivities will take place in Singapore such as . Khaisilk can integrate itself into these events, creating opportunities for mainstream publicity and attach its relevance of having 'Singaporean-ness' to the brand Khaisilk. OPPORTUNITY STATEMENT Gaining coverage on major news publication traditional or online, generating interactions on social networking services and participating in Singapores grand events will convey a sense of credibility, widen the campaigns reach, send out Khaisilks brand values and attach a sense of Singaporean-ness or relevance to the brand. PRIMARY TARGET PUBLICS Potential consumers of Khaisilk They are the potential consumers of Khaisilk clothing: Young women and men from 22 to 35 who are permanent Singaporean residents. They are businesspeople or office worker with high income. Their stable and abundant income source allows them great affordability; they are willing to spend to their hearts content to satisfy their personal interests. They are avid fashion followers, always aware of the latest trends and styles. Therefore, they strongly feel the need
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to dress nicely and fashionably. Originality, trendiness and quality are their concern, not prices (TBKTSG 2007). Since this group of people is relatively large and they make up Khaisilks main customers, they are important to us. Apart from engaging in traditional mass media channels like TV, mass news publications, they are keen Internet users and have considerate participation in social networks like Facebook and Twitter. They also have a preference for interest-driven magazines; for example, they might be about fashion, golf, or business. Through these media channels we are able to reach them effectively. COMMUNICATION OBJECTIVES (for primary publics) To raise awareness among 25% of the primary target public about Khaisilk (its luxury status, country of origin, clothing styles) and the upcoming launch of Khaisilk flagship store by the end of 13 May 2011. To raise awareness among 75% of the primary target public about Khaisilks status as a luxury fashion label, its country of origin and the uniqueness in styles and designs by the end of the campaign on 31 October 2011. To persuade 30% of primary target public that Khaisilk fashion is hip, trendy and vibrant with a gentle touch of traditional Asian-ness by the end of 31 October 2011. To draw 15% of primary target public to participate in at least one of these activities: visit Khaisilk flagship store, visit Khaisilk website, attend the fashion shows or the party, participate in evaluation activities like paper and online surveys, joining focus groups by the end of 31 October 2011. For communication objectives for secondary target public please see appendix 3.

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KEY MESSAGE UMBRELLA KEY MESSAGE Khaisilk, with its fine clothing staying fashion relevant and classy while exuding distinctive pan-Asia cultural heritage, makes the best choice for the Singaporean fashionconscious. FOR PRIMARY TARGET PUBLIC (POTENTIAL CONSUMERS OF KHAISILK) Coming from Vietnam, Khaisilk is the choice label for the finest fashion followers who want to dress sassy, dress silky, dress smart, dress Asian. FOR SECONDARY TARGET PUBLIC (KEY PLAYERS OF SINGAPORE FASHION SCENE) With its unique blend of heritage and modern-day fashion movements, Khaisilks appeal to consumers, commitment to contributing and profitability are free from doubt. STRATEGY STATEMENT Create a high-profile, interactive, 6-month long campaign that promotes Khaisilks trendiness and its attention to bringing out cultural values and tradition through special events, engagement in Singapore fashion festivities, features on news outlets, online social media, and endorsement from Singaporean celebrities to altogether attach a sense of class and Singaporean-ness to the brand. TACTICS STAGE 1: TOWARDS THE LAUNCH OF KHAISILK FLAGSHIP STORE (1 31 MAY)

(Please see appendix 4 for a detailed discussion on all tactics)


INTEGRATION INTO SINGAPORES ASIA FASHION EXCHANGE Description: The opening ceremony for Khaisilks flagship store will takes place at the start of Audi Fashion Festival (the central event of Asia Fashion Exchange) on 13 May and will also

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feature Khaisilks own fashion show. All models will wear non la (Vietnam emblem) while walking on the runway to highlight Khaisilks country of origin. Rationale: By placing our date strategically at the beginning of Singapores prestigious fashion event we aim at really getting in to the scene. We stay aware and relevant to current movements and trends in the local fashion scene. MEDIA KIT: Description: a media kit along with its online version will be sent to major Singapore fashion news publications to inform of Khaisilks foray into Singapore fashion industry, its upcoming flagship store launch and the accompanying fashion show. Rationale: to inform and pique the interest of major Singapore fashion news publication of the arrival of Khaisilk, the flagship store launch and the accompanying show. (For a full list of target Singapore fashion publications, please see appendix 5.) WEBSITE: Description: For stage 1 of the campaign, Khaisilks website (exclusively for the Singaporean audience, not its original Vietnamese site) will be activated on the Internet on 7 May but in a limited form. Rationale: the Website acts as a tool for individuals to get news about the event, as a suspense builder, as a way to profile our online audience and get their contact information. FEATURED
EDITORIAL CONTENT IN SINGAPORE MAJOR FASHION

TRADITIONAL AND ONLINE MAGAZINES:

Description: to give those fashion publications content to write about, we will give them (a) Khaisilks media kit, (b) press facility visit for select magazines, (c) interviews with Mr Hoang Khai, Khaisilks chief designer and manager, (d) exclusive first look at the complete website and (e) general information about the launch event agendas and highlights. Rationale: exclusive contents are given as motivations for coverage by fashion publications FEATURED ADVERTORIAL ON SINGAPORES MOST FAMOUS BLOG:

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Description: Xiaxue (at xiaxue.blogspot.com) is a Singaporean celebrity blogger. Khaisilk will ask Xiaxue to develop two promotional blog posts containing some photos of herself in Khaisilk clothing, some shots of her in the store and her feelings of gratification. KHAISILKS OWN ONLINE CORPORATE CHANNELS ON FACEBOOK AND
TWITTER

Description: Khaisilks Facebook page and Twitter page: the portal for information, reminders, photos, events, short musings Rationale: Facebook is the most visited site in Singapore; Twitters position is also among the top (Alexa Internet 2011). Realizing the potentials that online media channels present, Khaisilk turns to these media for extensive corporate-to-customer reach and interactivity. TWITTER PAGE FOR MR. HOANG KHAI, KHAISIL K CREATOR Khaisilks creator, Mr Hoang Khais Twitter pages uniqueness is manifested in the content of his Tweets. A man of great arts understanding and appreciation, he will tweet about his musings, inspirations, experience and memories with his brand Khaisilk in concise, entertaining form. HAND OUT CATALOGUES AND LEAFLETS TO SHOPPERS: During the week prior to the launch event, Khaisilk clothing catalogues and leaflets will be distributed specifically to shoppers in Tangs department store and nearby malls. D I R E C T M A R K E T I N G T O K E Y P L A Y E R S : through e-mail, postal mail consisting corporate information, event agenda and report on upcoming plans PRESS CONFERENCE A press conference will be held in Hilton Singapore hotel (581 Orchard Road) to publicly announce the arrival of Khaisilk and the launch of the flagship store and the fashion show. The names of the brands two celebrity endorsers will also be revealed. Media journalists from traditional and online fashion publications and TV journalists will be invited. CELEBRITY ENDORSEMENT:

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Description: Stephanie Sun and Pierre Png, two Singapore celebrities are chosen to endorse Khaisilk clothing. Rationale: because of their image transfer potential, Khaisilk employs these two celebrities in the hopes to gain public interest, enhance message reception and attract media attention. Their Singapore origin also draws Khaisilk, as a Vietnamese brand, closer to the Singapore audience. POSTERS INSIDE TANGS DEPARTMENT STORE AND ALONG ORCHARD ROAD: to inform passers-by about Khaisilks arrival, flagship store launch day, runway show and celebrities appearances. P R O D U C T P L A C E M E N T : As part of the endorsement deal, Stephanie Sun and Pierre Png will wear Khaisilk clothes to public events, parties, outings. They will mention Khaisilk as their choice of fashion label when the topic is brought up during interviews. They will have occasional photos of themselves on their Facebook and Twitter account wearing Khaisilk clothes. STAGE 2: KHAISILK PROMOTION - ULTIMATE PREMIER CLOTHING AND ITS VALUES A C C E S S T O K H A I S I L K S W E B S I T E : following the limited access of Khaisilk website during stage 1, now Khaisilk website allows more availability. Rationale: In providing exclusive and intensive materials, Khaisilk wants to draw engagement and excitement and raise peoples interests and gratifications. PARTICIPATION IN ASIA FASHION SUMMIT 2011: Description: Khaisilks creator Hoang Khai and several other Heads of Departments will participate in Asia Fashion Summit on 18 to May 2011 as a chance for getting insight and networking opportunities with key players of Singapores fashion scene. P r o d u c t p l a c e m e n t : similar to what it is during stage 1. IN-STORE FASHION WORKSHOPS SERIES FOR MEN AND WOMEN

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Description: Khaisilk will hold a high-profile series of fashion, instructional workshops in the flagship store. The promotions for these workshops will be one month in advance through Khaisilks Facebook, Twitter, official website and major news publications. Rationale: generate coverage and get people engaged and feel familiar with the brand Khaisilk. JOIN THE GREAT SINGAPORE SALE Description: Khaisilk will join the Great Singapore Sale (27 May to 24 July), an annual national event, and extend its shopping hours and give small, souvenir-like gifts of appreciation to all people who visit the store. Rationale: to break in the local scene, to stay relevant and to show its active engagement to Singapore fashion industry and generate positive feelings among target public. KHAISILKS OWN ONLINE CORPORATE CHANNELS ON FACEBOOK AND
T W I T T E R : similar to what it is during stage 1. However, Khaisilk launches one more online

channel on SheShops.com. Description: SheShops.com is a popular online social network in Singapore that focuses on fashion and shopping where people discover new trends and get hold of beauty tips. Khaisilk will have its own official account with digitized Khaisilk clothing collections. THANK-YOU LETTERS AND GIFTS SENT TO PAST CUSTOMERS THROUGH
POSTAL MAILS ON SINGAPORES NATIONAL DAY 9 AUGUST

C E L E B R A T E V I E T N A M S N A T I O N A L D A Y O N T H E 2 N D O F S E P T E M B E R : specially designed non la adorned with Khaisilk logo and shiny smooth silk chin straps will be given to every store visitors. D I R E C T M A R K E T I N G T O K E Y P L A Y E R S : all corporate information and event plans are sent to key players through email and postal mails. R E P O R T F O R K E Y P L A Y E R S O N A P E R I O D I C B A S I S : every three month Khaisilks key players will get the companys report to keep up with Khaisilks progress and plans. FUND-RAISING AND CHARITY DONATION EVENT:

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Description: A fund-raising party will be thrown. All the raised money will be donated to organizations that assist Singaporean childrens education and unemployed people. Rationale: Besides getting media coverage, Khaisilk wants to show its attention to Corporate Social Responsibility. SCHOLARSHIPS FOR EXCELLENT FASHION DESIGN STUDENTS AT RAFFLES
DESIGN INSTITUTE (SINGAPORE):

Description: 20 scholarships, each valued 500 USD, will be given to top second-year students at Raffles Design Institute (Singapore) majoring in Fashion Design. BUDGET Cost per item (USD)
75 3 0.5 2 5000 3000 150000 10 4000 8000 3000 5000 7 1000 5000 5000 8000 10000 10

Name of items
STAGE 1: TOWARDS THE FLAGSHIP STORE LAUNCH Media kit preparation + distribution Catalogues Leaflets Poster design, printing + distribution in TANGS and along street Website design, development and maintenance (whole campaign) Hire video recording + post-production team Celebrity payment for the whole campaign Gift bags for media & TV journalists at fashion show Payment for fashion show team Hire TANGS lobby Professional models team payment Runway preparations Seatings preparation Hire lighting and sound team Runway show props preparations Singers payment Xiaxues blog materials and payment Hilton Singapore hall rent for press conference Gift bags for media & TV journalists at press conference

Number of items
30 7000 7000 7000 1 1 2 60 10 1 20 1 700 5 1 5 1 1 60

Total
(USD) 2250 21000 3500 14000 5000 3000 300000 600 40000 8000 60000 5000 4900 5000 5000 25000 8000 10000 600

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STAGE 2: POSITIONING The Asian Spa spa tickets as prizes Hire fashion stylists and professionals for workshops Materials for workshops Small gifts during The Great Singapore Sale Thank-you letters and gifts for Singapores National Day Specialized Non La for store visitors on Vietnams National Day Direct marketing postal fees Reports for key players Hilton Singapore hall rent for fund-raising party Fund-raising party invitations preparation and distribution Catering services at fund-raising party payment Gift bags at fund-raising party Scholarships for Raffles Design Institude students

300 4000 150 5 5 5 1 3 10000 2 6000 10 500

10 7 800 4000 5000 2000 50 200 1 300 1 300 20

3000 21000 120000 20000 250000 10000 50 600 10000 600 6000 3000 10000 956200

Total cost (USD)

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APPENDIX 1 SWOT ANALYSIS TABLE STRENGTHS Khaisilk as an established brand in Vietnam has had similar experiences in branding and promotion activities so that might be advantageous to their venture into Singapore. Khaisilks PR campaign in Singapore is sufficiently funded $1 million USD. In case we go over budget we have the strong and stable financial base of our mother company to fall back on. WEAKNESSES Khaisilk lacks experience in terms of local context. In order for the campaign to succeed, Khaisilk should gain a clear, detailed, thorough insight into Singapores media landscape and fashion scene. OPPORTUNITIES ABOUT SINGAPOREAN CULTURAL VALUES AND GENERAL TRENDS Singapore is diverse in nature. Its multicultural Asian population (the Chinese 75.6%, the Malays 13.6%, and the Indians 8.7%) brings diversity to Singapore cultural presence in terms of language, cultural festivals, traditional practices, cuisine, arts (Ledesma et al. 2009). All the core Asian values from among those ethnic groups are preserved. Furthermore, the Singaporeans have been subjected to Western influences since late eighteenth century. Singapore embodies the harmonious blend between East and West culture. This particular trait is manifested in Khaisilk clothing line which holds appeal to Singaporean customers, thus the campaigns message will be received enthusiastically. Collectivist culture among Asian country generally draws people to conform to a common dress code: dress respectfully, cover up bare flesh and tight figure-hugging clothes are normally frowned upon. This prim, conformist practice is given a bit more liberty in Singapore (Ledesma et al. 2009). Singaporeans contemplate things and
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circumstances before deciding to try out sexy clothing. They might have been under Western influences for a long time but core oriental values are still retained (Fatt 2001). In short, Singaporeans dressing is compatible with Khaisilks clothing designs.
ABOUT SINGAPORE MEDIA LAND SCAPE

Singapore is one of the most advanced digital markets in Asia Pacific (Truong 2010). Almost three in five adults (59%) go on the Internet on a daily basis (The Nielsen Company 2011).

Singapore has high Internet penetration rate with broadband connection is available almost anywhere making connectivity reach over 99% (IDA Singapore 2010). Singapore, as a small island city, enjoys advanced and stable technological infrastructures (World Economic Forum 2011). No technological barrier is present in Singapores social media scene.

As of June 2010, Singapore has 3.658.400 Internet users (making up 77.2% of total population). Among them, 2.488.900 are Facebook users, 52.5% penetration (Miniwatts Marketing Group 2011). According to ComScore (2010), Singapore users most likely spend their time on online communication, entertainment and social networking sites. Facebook, YouTube and Yahoo! are the most visited sites in Singapore. Other social networking sites like Twitter, Blogger, Wordpress are also popular (Alexa Internet 2011).

In April 2010, nearly 320 million videos were watched by Singapore Internet users with YouTube.com accounted for 63% of all videos viewed online (Radwanick, S 2010). According to Joe Nguyen (2010), comScore Vice President for Southeast Asia, online video is an integral part of consumers digital lives, with more people in Singapore viewing online video each month than visiting social networking sites. Its important for brands to recognize the substantial reach and highly engaging quality of the online video platform as a way to target and interact with consumers in an increasingly fragmented Internet environment.

Singapore citizens attach mainstream, national newspapers and magazines with credibility and integrity. Along with the respected position of newspaper, traditional media and online versions of these materials continue to gain popularity (Datamonitor 2010). Khaisilk can disperse information on these outlets.

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According to a study conducted by OgilvyOne Asia Pacific (2009), Singaporeans attach much credit to blogs just as much as they do for traditional, mainstream media ('Singapore: Business Issues - Top 5 Pointers for Businesses using Social Media in Singapore' 2010). Khaisilk can make use of this trend and employ blog flatforms as a way to engage the target public and as a means of company news portal.

ABOUT SINGAPORE FASHION SCENE

Luxury items are welcomed among the Singaporeans. Fatt (2001) says the strong Singapore economy and high-income level among Singaporeans means more people can afford to buy luxury items. This coupled with the fact that the affluent Singaporeans are becoming increasingly fashion conscious and are willing to spend money in exchange for premium quality, fashionable clothes means possible interest in and high reception of Khaisilks message.

The Singapore government, in the attempt to make it another fashion capital of the world, creates opportunities, makes it easier for fashion business to thrive and its promotional activities to take place (BBC News 2010).

During Khaisilks five-month long campaign, major fashion events and festivities will take place in Singapore. Khaisilk can integrate itself into these events, creating opportunities for mainstream publicity and attach the status of Singaporean-ness to the brand Khaisilk.

THREATS Singapore is diverse in ethnic and cultural backgrounds and dynamic and culturally rich because of these differences. This melting pot consists of a majority of Chinese people along with Malaysian, Indians and other minorities (Singapore Media Fusion 2011). To avoid miscommunication because of background clash or cultural differences, any message from the campaign should fall in line with whats acceptable for each and every cultural/ethnic group. Singapore businesses are also taking advantage of the fast and widespread use of online media use - Singapore businesses turn to employing social networks over three times more than their global counterparts (Truong 2010). This creates the challenge of conceiving a distinct, unique, memorable use of online social media for Khaisilk among numerous others online promotional messages from local Singaporean businesses.
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Similarly, the Singapore fashion scene is much of a saturated market where quite a few of big name foreign fashion houses and established local brands take the dominant positions (Fatt 2001). Those labels have had notable PR campaigns of their own; this makes it harder for other, later fashion labels to get a voice in the market.

APPENDIX 2 SECONDARY TARGET PUBLIC Key players of Singapore fashion scene Though small in size, this group is really important to Khaisilk because they directly affect our business and our public communication schemes. They are the people in Singapore that play a big role in promoting and sustaining Khaisilk. In terms of effects on business, they are our stakeholders, financers, suppliers, TANGS owners. In terms of effects on communication, they are fashion journalists, media reporters, fashion bloggers, and the celebrities that endorse Khaisilk. We can reach them using personal contact and direct communication. APPENDIX 3 COMMUNICATION OBJECTIVES (for secondary publics) To raise awareness among 90% of the secondary target public about Khaisilk (its luxury status, country of origin, clothing styles) and the upcoming launch of Khaisilk flagship store by the end of 13 May 2011. To have 95% of the secondary target public gain deeper understanding about Khaisilks luxury status, the uniqueness in styles and designs, the commitment to contributing to the Singaporean fashion scene by the end of 31 October 2011. To persuade 90% of the secondary target public that Khaisilk is a trustworthy, up-tothe-minute, dynamic, profitable brand to encourage them to continue to invest in and work with us in the long run by the end of the campaign on 31 October 2011.

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APPENDIX 4 TACTICS STAGE 1: TOWARDS THE LAUNCH OF KHAISILK FLAGSHIP STORE (1 31 MAY) INTEGRATION INTO SINGAPORES ASIA FASHION EXCHANGE Description: Asia Fashion Exchange is a string of high-profile events for the fashion trade professionals and consumers in order to highlight the growth, potential and capability of Asias fashion capitals especially Singapores fashion scene. This platform takes its form under four pillar events: Audi Fashion Festival 2011 showcases of top international and Asian fashion houses latest fashion collections , Star Creation 2011 a fashion design competition, Asia Fashion Summit 2011 summit on premier fashion business among key fashion industry professionals, and Blueprint 2011 first international fashion trade platform in Asia. The opening ceremony for Khaisilks flagship store will takes place at the start of Audi Fashion Festival on 13 May and will also feature Khaisilks own fashion show. All models will wear non la (Vietnam emblem) while walking on the runway to highlight Khaisilks country of origin. Rationale: The launch day of the store is the same day when Audi Fashion Festival begins. This is a big fashion event that would attract people from all over Singapore, Asia and the world to come. Thus, these people would be shopping in nearby places on Orchard Road, which means they would be visiting Tangs Singapores iconic department store (TANGS 2011), drop by Khaisilks store and stay for the fashion show. Also, by placing our date strategically at the beginning of Singapores prestigious fashion event we aim at really getting in to the scene. We stay aware and relevant to current movements and trends in the local fashion scene. MEDIA KIT: Description: a media kit will be sent to major Singapore fashion news publications to inform of Khaisilks foray into Singapore fashion industry, its upcoming flagship store launch and the accompanying fashion show. An online version will also be available in PDF and Microsoft Word form on Khaisilk Singapore website. The angle will be on the arrival of Khaisilk as a big-name fashion label from Vietnam. Its conception was thanks to Mr Hoang Khai, a silk enthusiast, silk expert and fashion designer who honed his craft and gained his credit through his long-time engagement with international fashion scene. As a result, Khaisilk has been dominating the industry for more than 30 years
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(TBKTSG 2007). For its entry into Singapore with the aim of enriching the fashion scene with its unique combination of styles, Khaisilk will open its flagship store on the start date of Audi Fashion Festival 2011 and have its first runway show. It will be a premiere event with the presence of leading figures from Singapore fashion scene; Khaisilks celebrity endorsers Stephanie Sun and Pierre Png will also be present. Rationale: to generate publicity and awareness of the launch and the accompanying fashion show among major. This is done with two aims in mind. The first is to inform and pique the interest of major Singapore fashion news publication of the arrival of Khaisilk, the flagship store launch and the accompanying show in case they need detailed information for the announcement of the event and feel motivated to give Khaisilk coverage on its big night. Furthermore, media coverage of the event on major Singapore news portal will attach the sense of credibility, significance, relevance and Singaporean-ness to Khaisilk. (For a full list of target Singapore fashion publications, please see appendix 5.) WEBSITE: Description: For stage 1 of the campaign, Khaisilks website (exclusively for the Singaporean audience, not its original Vietnamese site) will be activated on the Internet on 7 May but in a limited form. It would feature some general information about Khaisilk history, Khaisilks past awards, its vision and mission in doing business in Singapore. A big banner on the site will inform viewers about the coming launch and the fashion show plus details about venue, date, admission, method of inquiries. Here and there the website will feature the two chosen celebrity endorsers in Khaisilk clothing randomly. On every page of the site there will be a big, prominent, elegant countdown clock to the time of the launch. When Internet users click on other sections such as collection showcase and events and promotions they will be taken to a blank page that says Coming on 15 June. Stay tuned. At the bottom of the page there is a link to the sites Register section and a line that says Register so that when the day is up, youd get here first-hand, youd see it all, everything. Rationale: the Website acts as a tool for individuals to get news about the event, as a suspense builder, as a way to profile our online audience and get their contact information. FEATURED
EDITORIAL CONTENT IN SINGAPORE MAJOR FASHION

TRADITIONAL AND ONLINE MAGAZINES:

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Description: to give those fashion publications content to write about, we will give them (a) Khaisilks media kit, (b) press facility visit for select magazines, (c) interviews with Mr Hoang Khai, Khaisilks chief designer and manager, (d) exclusive first look at the complete website and (e) general information about the launch event agendas and highlights. Rationale: exclusive contents are given as motivations for coverage by fashion publications FEATURED ADVERTORIAL ON SINGAPOR ES MOST FAMOUS BLOG: Description: Xiaxue (at xiaxue.blogspot.com) is a Singaporean celebrity blogger. Her famous blogs attraction lies in her racy, straightforward, provocative writing styles and ample pictures on topics about her life and especially fashion. Khaisilk will give her its promotional materials, a personal tour of the flagship store, a gift bag consisting of some Khaisilk dresses. Khaisilk will ask Xiaxue to develop two promotional blog posts containing some photos of herself in Khaisilk clothing, some shots of her in the store and her feelings of gratification. Rationale: Singapore Internet users spend most of their cybertime on social networking sites and blogging services. Khaisilk takes advantage of this trend and make the information for the event become available on this popular platform. Also, Xiaxues readership falls into our primary target public. Her readers are mainly Singaporean, female, young adults, into fashion and looking for alternative voices (Go Digital 2005). KHAISILKS OWN ONLINE CORPORATE CHANNELS ON FACEBOOK AND
TWITTER

Description: Khaisilks Facebook page and Twitter page: the portal for information, reminders, photos, events, short musings Rationale: Facebook is the most visited site in Singapore; Twitters position is also among the top (Alexa Internet 2011). Realizing the potentials that online media channels present, Khaisilk turns to these media for extensive corporate-to-customer reach and interactivity. TWITTER PAGE FOR MR. HOANG KHAI, KHAISILK CREATOR Description: Khaisilks creator, Mr Hoang Khai will have his own Twitter account which will be updated frequently. His Twitter pages uniqueness is manifested in the content of his Tweets. A man of great arts understanding and appreciation, he will tweet about his musings, inspirations, experience and memories with his brand Khaisilk in concise, entertaining form. He will share photos of his favorite designs from Khaisilk and his favorite fashion brands. He will post links to random inspiring materials for fashion and art.
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Rationale: When attention is given to a particular luxury fashion label, oftentimes it is directed at its chief designer/creator the most. The chief designer/creator is the face, the true spokesperson for the brand. He draws attention. HAND OUT CATALOGUES AND LEAFLETS TO SHOPPERS: Description: During the week prior to the launch event, Khaisilk clothing catalogues and leaflets informing people of the upcoming flagship store launch, the runway show and special appearances by Singapore celebrities will be distributed specifically to shoppers in Tangs department store and nearby malls. Rationale: to promote and disperse information on the launch event to potential customers: shoppers in this specific area are chosen because they are most likely to be interested. Besides, with the Asia Fashion Exchange in general and Audi Fashion Festival specifically happening, many people will be roaming the Orchard Road and stop by TANGS department store. D I R E C T M A R K E T I N G T O K E Y P L A Y E R S : through e-mail, postal mail consisting corporate information, event agenda and report on upcoming plans PRESS CONFERENCE Description: A press conference will be held in Hilton Singapore hotel (581 Orchard Road) to publicly announce the arrival of Khaisilk and the launch of the flagship store and the fashion show. The names of the brands two celebrity endorsers will also be revealed. Panelists of the conference consist of Khaisilk creator Hoang Khai, our two celebrity endorsers, head of PR Department and head of Sales Department. Media journalists from traditional and online fashion publications and TV journalists will be invited. Rationale: to make the announcement an official event that would attract many news publications and transmit the sense of authority and importance to this high-profile event. CELEBRITY ENDORSEMENT: Description: Stephanie Sun and Pierre Png, two Singapore celebrities are chosen to endorse Khaisilk clothing. Stephanie Sun is a famous singer-songwriter and fashion icon who has sold million copies of her albums and has expanded her fame throughout Asia and the world. Pierre Png is a prominent, high-profile TV and film actor. He is known for his talent, elegance and style. Stephanie Sun and Pierre Png represent the essence of Khaisilk: elegance, Singaporeanness in an Asian context and international dynamics.

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Stephanie Sun and Pierre Png are Chinese Singaporeans which means their appeal is enhanced towards the majority of Singaporeans, the majority of Khaisilk target public. Rationale: because of their image transfer potential, Khaisilk employs these two celebrities in the hopes to gain public interest, enhance message reception and attract media attention. Their Singapore origin also draws Khaisilk, as a Vietnamese brand, closer to the Singapore audience. POSTERS INSIDE TANGS DEPARTMENT STORE AND ALONG ORCHARD ROAD: to inform passers-by about Khaisilks arrival, flagship store launch day, runway show and celebrities appearances. P R O D U C T P L A C E M E N T : As part of the endorsement deal, Stephanie Sun and Pierre Png will wear Khaisilk clothes to public events, parties, outings. They will mention Khaisilk as their choice of fashion label when the topic is brought up during interviews. They will have occasional photos of themselves on their Facebook and Twitter account wearing Khaisilk clothes. STAGE 2: KHAISILK PROMOTION - ULTIMATE PREMIER CLOTHING AND ITS VALUES A C C E S S T O K H A I S I L K S W E B S I T E : following the limited access of Khaisilk website during stage 1, now Khaisilk website allows more availability. Description: Partial access to Khaisilks website is given for everyone members and nonmembers. With all sections unlocked, the videos and photos of the launch event and the fashion show will be posted. Comments are enabled. Full access is allowed for registered members. The plus of this includes behind-the-scenes exclusives such as video interviews with Khaisilk creator, with well-known models and celebrities; trivia section; and a lucky draw to win spa tickets to luxury international spa The Asian Spa. Rationale: In providing exclusive and intensive materials, Khaisilk wants to draw engagement and excitement and raise peoples interests and gratifications. PARTICIPATION IN ASIA FASHION SUMMIT 2011: Description: Khaisilks creator Hoang Khai and several other Heads of Departments will participate in Asia Fashion Summit on 18 to May 2011. Khaisilks involvement with Singapores

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major fashion events means its dedication, care and adaptation to the Singapore fashion scene to Singapore customers. Rationale: Engagement in Asia Fashion Summit is a chance for getting insight and networking opportunities with key players of Singapores fashion scene. Khaisilk hopes through this participation to the prestigious, high-profile Asia Fashion Summit its appearance, contribution and effort would be covered on media news outlets. P r o d u c t p l a c e m e n t : similar to what it is during stage 1. IN-STORE FASHION WORKSHOPS SERIES FOR MEN AND WOMEN Description: Khaisilk will hold a series of fashion workshops in the flagship store. These fashion workshops demonstrate current Singapore fashion trends, provides make-up/grooming tips and tricks, instruct people on dressing fashionably but still likeably by embracing their Asian origins and Western lifestyles. These workshops also give advices for improvements on personal styles that are suitable for each body type and personality. Best ways to maintain beauty and health will also be touched on in the workshops. These workshops will be free and everyone can join. The promotions for these workshops will be one month in advance through Khaisilks Facebook, Twitter, official website and its monthly online newsletters to registered member of the site. Information will be distributed to major fashion magazines and websites. Rationale: generate coverage and get people engaged and feel familiar with the brand Khaisilk. JOIN THE GREAT SINGAPORE SALE Description: The Great Singapore Sale (27 May to 24 July) is an annual national event held by Singapore Tourism Board to promote Singapore Tourism and highlight its shopping indulgences in which partnered companies and organizations will extend their serving hours and give special privileges to customers. Khaisilk will be part of this nationwide event. It will extend its shopping hours and give small, souvenir-like gifts of appreciation to all people who visit the store. This big-scale event has exclusively partnered up with SPH Corporations - the biggest media monopoly in Singapore for intensive coverage. Also, The Great Singapore Sale is watched closely by the use of the hashtag #GreatSingaporeSale on Twitter. Rationale: Khaisilk joins The Great Singapore Sale in the spirit of breaking in the local scene, resulting in its determination to stay relevant to its operating environment, show its active

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engagement in Singapore fashion industry and generate positive feelings among the target public. Besides that, Khaisilk wants to take advantage of the huge media coverage on the event and be a part of it. KHAISILKS OWN ONLINE CORPORATE CHANNELS ON FACEBOOK AND
T W I T T E R : similar to what it is during stage 1. However, Khaisilk launches one more online

channel on SheShops.com. Description: SheShops.com is a popular online social network in Singapore that focuses on fashion and shopping where people discover new trends and get hold of beauty tips. People interact with each other through comments and each user has their own virtual closet. Key features of SheShops include virtual closets, lookbook pages and advices from authorized SheShops Stylists (She Shops 2011). Khaisilk will have its own official account with digitized Khaisilk clothing collections. Khaisilks SheShops page will be a place of discussion between Khaisilk and women to exchange ideas and insights on current fashion trends and favorite fashion combinations. It will also be a portal for Khaisilk to introduce new collections, announcements and events. Rationale: Singapore has high Internet penetration rate. The number of Singapore Internet users is really high. Singaporean customers love to get engaged with Internet activities. THANK-YOU LETTERS AND GIFTS SENT TO PAST CUSTOMERS THROUGH
POSTAL MAILS ON SINGAPORES NATIONAL DAY 9 A UGUST

C E L E B R A T E V I E T N A M S N A T I O N A L D A Y O N T H E 2 N D O F S E P T E M B E R : specially designed non la adorned with Khaisilk logo and shiny smooth silk chin straps will be given to every store visitors. D I R E C T M A R K E T I N G T O K E Y P L A Y E R S : all corporate information and event plans are sent to key players through email and postal mails. R E P O R T F O R K E Y P L A Y E R S O N A P E R I O D I C B A S I S : every three month Khaisilks key players will get the companys report to keep up with Khaisilks progress and plans. FUND-RAISING AND CHARITY DONATION EVENT: Description: A party will be thrown and Singapore notable fashion figures, Khaisilk staff, Khaisilk stakeholders and Singapore celebrities will be invited for a fund-raising activity. All the raised money will be donated to organizations that assist Singaporean childrens education and unemployed people.
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Rationale: Besides getting media coverage, Khaisilk wants to tell the Singapore people that it is not a business that is here for profit only but it cares and contribute to Singapore as well. Khaisilk does pay attention to Corporate Social Responsibility. SCHOLARSHIPS FOR EXCELLENT FASHION DESIGN STUDENTS AT RAFFLES
DESIGN INSTITUTE (SINGAPORE):

Description: 20 scholarships, each valued 500 USD, will be given to top second-year students at Raffles Design Institute (Singapore) majoring in Fashion Design. Rationale: This is another activity done in favor of Khaisilks Corporate Social Responsibility to assist fashion design talents and foster the growth and scope of Singapores fashion industry.

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APPENDIX 5 MAJOR SINGAPORE FASHION PUBLICATIONS Her World: since its conception in 1960 has been the most established monthly womens mangazine. It enjoys highest readership among similar publications (SPH Magazines Pte Ltd 2011). ICON: luxury fashion magazine aimed at affluent women, at its core is sophistication with an Asian perspective (SPH Magazines Pte Ltd 2011). Female: Females launch dates back to 1974, it is Singapores leading fashion and beauty magazine (SPH Magazines Pte Ltd 2011). Nuyou: established 1976, Nuyou is a Females Chinese version aimed at a large portion of Singaporean women whose origins are Chinese. Nanyou: leading magazine for Chinese Singaporean stylish men Silkwinds: this once every two months inflight publication has a prominent section reserved for fashion contents. SheShops.com: a fashion social network whose key features include virtual closet, lookbook pages, advices from authorized SheShops.com Stylists herworld.com: online version of Her World magazine. iconsingapore.com: online version of ICON magazine. femalemag.com.sg: online version of Female magazine. nuyou.com.sg: online version of Nuyou magazine. nuyou.com.sg/nanyou: online version of Nanyou magazine.

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REFERENCE Alexa Internet 2011, Top Sites in Singapore, Alexa, viewed 10 September 2011, <http://www.alexa.com/topsites/countries/SG>. BC News 2010, 'Singapore 'best country in which to run a business'', BBC News, 4 November 2010, viewed 10 September 2011, <http://www.bbc.co.uk/news/business-11671839>. Datamonitor 2010, 'Industry Profile - Media in Singapore', Datamonitor | the home of Business Information, viewed 10 September 2011, <http://www.datamonitor.com/home>. Fatt, JPT 2001, 'Encouraging fashion entrepreneurship in Singapore', Asia Pacific Journal of Marketing and Logistics, n.d., vol. 13, iss. 1, pp. 72-84. Go Digital 2005, The Life of Wendy, August September 2005. IDA Singapore 2010, Statistics on Telecom Services for 2010 (Jan Jun), Info-communications Development Authority of Singapore, viewed 10 September 2011, <http://www.ida.gov.sg/Publications/20100205111257.aspx>. Ledesma, C, Lewis, M, Lim, R, Martin, S & Jensen, AD 2009, The Rough Guide to Malaysia, Singapore & Brunei, 6th edn, Rough Guides, England. Miniwatts Marketing Group 2011, ASIA Asia Marketing Research, Internet usage, Population Statistics and Facebook Information, Internet World Stats Usage and Population Statistics, viewed 10 September 2010. Radwanick, S 2010, 'Average Internet User in Singapore Spent More Than 10 Hours Viewing online Video in April', comScore, Inc - Measuring the Digital World, comScore, Inc, viewed 10 September 2011, <http://www.comscore.com/Press_Events/Press_Releases/2010/6/Average_Internet_User_in_ Singapore_Spent_10_Hours_Viewing_Online_Video?utm_source=feedburner&utm_medium=f eed&utm_campaign=Feed%3A+comscore+%28comScore+Networks%29&utm_content=Google +Reader>. Radwanick, S 2010, 'Social Networking Habits Vary Considerably Across Asia-Pacific Markets', comScore, Inc - Measuring the Digital World, comScore, Inc, viewed 10 September 2011, <http://www.comscore.com/Press_Events/Press_Releases/2010/4/Social_Networking_Across_ Asia-Pacific_Markets>.

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Singapore Media Fusion 2011, About Singapore Singapore Media City, Singapore Media Fusion, Media Development Authority of Singapore, n.d, viewed 10 September 2011, <http://www.smf.sg/SingaporeMediaCity/Pages/AboutSingapore.aspx>. 'Singapore: Social Media Trends' 2010, Digital Media Across Asia, wiki article, 23 March, viewed 10 September 2011, <http://comm215.wetpaint.com/page/Singapore%3A+Social+Media+Trends>. She Shops 2011, FAQs, SPH Magazines Pte Ltd., n.d., viewed 12 September 2011, < http://sheshops.com/faq>. Tangs 2011, TANGS SINGAPORE Tangs Orchard & TANGS VivoCity, C.K. TANG LTD, n.d., viewed 12 September 2011, < http://www.tangs.com/content.php?c=13&Category=TANGS+Singapore>. TBKTSG 2007, Khaisilk voi Khai Khaisilk, Emotino.com: Business from Insiders, viewed 10 September 2011, < http://www.emotino.com/bai-viet/16180/khaisilk-voi-khai>. An article that gives insight into Khaisilks new line of clothing aimed at young people coupled with some direct quotes from designer, creator, and CEO of Khaisilk, Mr Hoang Khai. In this article he talked about his target audience wealthy businesspeople and young people who cares about fashion and the great effort he put into perfecting the Khaisilk brand, resulting in its distinct brand values of originality and professionalism. The Nielsen Company 2011, 'Mass Media Continues to Perform in Times of Downturn: Nielsen Consumption of newspapers, television, cable, magazines, and radio have remained stable while the Internet saw considerable growth', Nielsen Singapore, viewed 10 September 2011, <http://www.sg.nielsen.com/site/20091022.htm>. Truong, H 2010, Singapores Social Media Landscape, DigiWAVE, blog post, 14 August 2010, viewed 10 September 2011, <http://www.thedigiwave.com/2010/08/singapores-social-medialandscape.html>. World Economic Forum 2011, 'Global Information Technology', World Economic Forum - Global Information Technology, viewed 10 September 2011, <http://www.weforum.org/issues/globalinformation-technology>. SPH Magazines Pte Ltd 2011, 'Female', SPH Magazines, viewed 10 September 2011, <http://www.sphmagazines.com.sg/magazines/female>.
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SPH Magazines Pte Ltd 2011, 'Her World', SPH Magazines, viewed 10 September 2011, <http://www.sphmagazines.com.sg/magazines/her-world>. SPH Magazines Pte Ltd 2011, 'ICON', SPH Magazines, viewed 10 September 2011, <http://www.sphmagazines.com.sg/magazines/icon>. SPH Magazines Pte Ltd 2011, 'Nanyou', SPH Magazines, viewed 10 September 2011, <http://www.sphmagazines.com.sg/magazines/nanyou>. SPH Magazines Pte Ltd 2011, 'Nuyou', SPH Magazines, viewed 10 September 2011, <http://www.sphmagazines.com.sg/magazines/nuyou>.

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