Magic Lamp

魔幻落月

There is a lantern and full moon in every childhood. "Make a wish upon a full moon" is a belief often told to children. Hence, we view the lantern as a fallen moon, a magical light.

Magic Lamp is a kids' fashion label for children aged 3 to 8 years old. Inspired by the Chinese lantern culture, our designs feature the elements of a lantern. Our merchandise includes: Bags, Bag Covers, Hats, Hats Accessories, Lightable Girls' Dresses, and Lightable Boy Jumpsuits. Our signature products, however, are bags and hats.

This brand is part of the school assignment, under the module Industry Studio Project. The module aims to train students in sustainable fashion by proposing original brand ideas and marketing the brand.

UNIQUE SELLING POINT

Sustainability

Hoping to preserve the originality and texture of the lanterns as much as we can, our products will be made from upcycling lanterns.

Changeable Covers

Our designs are innovative to allow children to unleash their creativity. All products come with velcro for children to change the apperance of the bags and hats as and when they wish.

Multipurpose

Our signature products are the bags and hats that can be transformed into a lantern. Made by lantern, preserving lantern, and modernising it.

E-COMMERCE

Shopping is usually done by parents. However, we hope to involve children in shopping as well, to provide bonding time for families and to allow children to express their loves and interests in colours, or designs.

Other than enhancing the shopping experience for families, we also hope to raise awareness for special needs children so that every child can be loved. Magic Lamp will donate 5% of our profits to non-profit organisations that support these children. To help our consumers understand who our brand is helping, there is a tab called "Loving every child". Together with that, we have other unique touchpoints for our e-commerce site:

*Images below are mock-ups, borrowed references are cited.

OUR SMILES

Digital Marketing Campaign

简单的美好单纯的快乐

It is believed that a loving family nurtures a confident and cheerful child. Our Smiles is a Mid-Autumn festival campaign to promote family bonding time for our customers as Mid-Autumn reunites families to bring cheerful moments. Through a series of events, Our Smiles hopes to put smiles on the BIG (parents) and the SMALL (kids). On Mid-Autumn day itself, we will be giving a lantern to a special need child from partnering organisations. The number of lanterns we give out will be based on the number of purchases made during the event period.

Collaboration with Snowball Rabbit

Bring in a cuter and animated "Jade Rabbit", hence is turning to Snowball Rabbit. During the event, consumers who make purchases of $200 and above will receive an exclusive Snowball Rabbit and Moon night lamp as well as a movie code in their e-invoice to watch the movie on our webpage. We hope to create family bonding time through the movie and bring parents back into time to review their childhood movies.

Lantern Making Challenge

Our Smiles will have an exclusive collection for Magic Lamp x Snowball Rabbit. We hope to involve consumers in our design process, hence is rolling out a hashtag challenge for consumers to make lanterns using recycled items. This will instill sustainability values and promote family bonding time. Through a voting system, the top 5 winners' designs will be incorporated into our collection, together with the Snowball Rabbit character.

Marketing Mock-Ups

By making use of paid and owned media, information about Our Smiles can be found on the various social media platforms.

FACEBOOK - Informative platform

All details of Our Smiles (collaboration information, charity acts, lantern challenge details, and results)

INSTAGRAM - Creative platform

Lantern making challenge will be advertised on Instagram

YOUTUBE - Video platform

Children-friendly content will be featured. Aside from event-exclusive storybook shopping, there will also be event-exclusive interactive video educational storytelling and shopping. There will also be a tab of DIY Lantern videos on our YouTube Home page to inspire our participants.

PROTOTYPE

The prototype made is the signature bag and changeable bag cover. It can be carried as a...