The Malaysia Mega Sale - Luxury Shopping Experience campaign was launched today by YBhg. Datuk Hj. Ab. Ghaffar B. A. Thambi, Secretary General, Ministry of Tourism and Culture, at Pavilion Kuala Lumpur.
The Malaysia Mega Sale Luxury Shopping Experience, is an initiative driven by The Melium Group in collaboration with Tourism Malaysia Shopping Secretariat and other key tourism players to attract more high-end shopping tourists to Kuala Lumpur. It signifies the commitment of private sector retailers towards the Government’s effort to promote Malaysia as a shopping haven, particularly for high-end, luxury brands.
From Left: Dato Joyce Yap, CEO of Retail, Pavilion KL., Dato’ Seri Dr. Farah Khan, President of The Melium Group and Mr Manoharan Periasamy, Director of Packagage Development, Tourism Malaysia
Today, there is a change in the luxury retail business across the globe, where Shopping is becoming a strong driving force of tourism. If in the past, leisure has always served as the primary motivation for travelling; today, shopping tourism has become a trendy and determining factor in the decision to travel. Tourists are increasingly choosing their destination based on where they can shop and this trend has a huge impact for luxury brands and fashion.
There are many independent stores, malls, shopping districts around the world such as Oxford Street in London and Avenue des Champ Elysees in Paris that have become ’must visit’ attractions for tourists. As shopping and travelling fuses together in an interesting way it gives an opportunity for luxury retail business in Malaysia to position all high-end brands to attract this new market of luxury shopper tourists.
Fashion Show by The Melium Group
The Melium Group is Malaysia’s leading retail group in international luxury fashion and lifestyle brands that offers an extensive range of international brands which include Givenchy, Lanvin, Roger Vivier, TOD’S, Hackett London, Max Mara, MCM, Stuart Weitzman, Emilio Pucci, Aigner and Malaysian designer label Farah Khan, among many others.
Moving forward and spurred by the growth of our retail sector, the Ministry of Tourism and Culture together with Tourism Malaysia has created a new tagline for the Shopping Malaysia brand which is ”Super bargains, fantastic experiences.” Tourism Malaysia is taking its marketing and promotional efforts online. With the emergence of social media marketing, Tourism Malaysia has introduced a shopping icon, Miss SHOPhia that acts as a ”shopping companion” across all social media platforms.
Fashion Show by The Melium Group
Tourism Malaysia is focusing more on organizing tactical campaigns overseas with target markets lndonesia, Vietnam, Brunei, Singapore, Thailand, China, Hong Kong, india and Bangladesh. The campaigns emphasize on conveying the message that the shopping experience in Malaysia for tourists is exciting, fun-filled, entertaining, and value for money.
The launch of the Malaysia Mega Sale Luxury Shopping Experience coincides with the date of national sale season, the Malaysia Mega Sale Carnival. It is held from 15 June to 31 August and sees shopping malls throughout Malaysia offering big discounts to shoppers. These are the months when tourist arrivals and tourist spending peaks, and events have been lined up for this period to appeal to the right target market. Upcoming events during this time are Kuala Lumpur
Fashion Week Ready to Wear from 16 to 20 August and the BBKLCC Fiesta from 25 August to 3 September, which is in conjunction with the SEA Games celebration.
Meanwhile, Pavilion Kuala Lumpur as joint partner, is organising the “Drive the Sale” programme where three luxury Lexus cars worth over RM900,000 will be given away during the Malaysia Mega Sale Carnival period for a minimum spend.
Dato’ Seri Dr. Farah Khan, President of The Melium Group together will all the fashion show model with some of the luxury brand collections.
Kuala Lumpur has many world-class shopping malls such as Pavilion Kuala Lumpur, Suria KLCC, and The Gardens Mall that facilitate a luxurious shopping experience and there is a wide selection of five-star hotel accomodation for fiscerning luxury shoppers such as St. Regis, Ritz Carlton, Grand Hyatt and Mandarin Oriental. There are also sterling dining experiences all through the city at very attractive prices.
These factors have created great opportunities to attract more luxury shopping travellers across the board to visit Kuala Lumpur, Malaysia. The Melium Group is prepared to work closely with the Ministry of Tourism, tour operators and travel agents, shopping malls and other luxury retailers to embark on initiatives to take luxury shopping to a whole new level and position Kuala Lumpur, Malaysia as the Premium Luxury Shopping Destination in Asia.
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