DETERMINANT takes home win at Retail Asia Awards for body-inclusive campaign

The company’s THE61S campaign promoted diversity and inclusion in fashion. 

Hong Kong-based men's clothing online shop DETERMINANT took home the Pop-up Retail Project of the Year - Hong Kong at the recently held Retail Asia Awards for its innovative and inspiring campaign ‘THE61S.’

Launched in 2022, THE61S brought together 61 people from all walks of life to try on the retailer’s dress shirts and join a photo shoot highlighting every one of its 61 sizes. The goal of the campaign was to promote diversity and inclusion in fashion and to demonstrate that DETERMINANT has a shirt for everybody.

The project was a major success for the company not only because it generated significant awareness for the brand in Hong Kong, but also because it was a remarkable achievement for a small team. Known as THE61S, this innovative endeavour encompassed a diverse range of marketing areas, including pop-up retail, PR, and digital marketing, and helped build a strong community amongst customers.

The campaign commenced with the recruitment of 61 individuals from different backgrounds, ages, and body sizes to participate in an exclusive photo shoot. Leveraging the power of social media and strategic PR efforts, the company effectively publicised the project and encouraged a wide range of people to apply.

The company also created pop-up retail spaces where individuals can try on the shirts and interact with the team. The strategically chosen location within the bustling Cityplaza shopping mall and Hysan Place received positive feedback from customers who appreciated the company’s inclusive approach to fashion. 

Aside from the pop-up store, the brand also launched a digital marketing campaign to promote THE61S with a free trial giveaway. Through a dedicated website, customers could delve deeper into the project's essence and explore an enticing gallery featuring the photo shoot. Social media platforms were also utilised to share regular updates and foster meaningful interactions with customers.

“Overall, THE61S was a major achievement for our team and a testament to our commitment to inclusivity and diversity in fashion. We are thrilled to see the enthusiastic response from our customers, and we believe that the project helped to build a strong community around our brand. We look forward to continuing to push boundaries and explore new ways to promote our brand and values,” the company said.

Retail Asia Awards gathers the region's best retailers and recognises major breakthroughs, innovations, and key players in the Asia retail industry.