The competition among fast fashion brands in China is getting furious these days. And each brand has its own way of luring customers. Some organize events and competitions, others launch new marketing campaigns.

In Shanghai, Esprit, one of the most widely distributed high-street fashion brands in China, recently held the final of a nationwide competition "My Magic Wardrobe."

Twelve finalists from around the country - including Beijing, Hangzhou in Zhejiang Province and Dalian in Liaoning Province - attended the event at Shanghai's popular nightclub M2.

The one-month competition attracted more than 10,100 applicants, with over 100,000 votes received online.

On the Website (http://vic.sina.com.cn/esprit/), each contestant was required to create a unique look using items selected from the brand's spring/summer collection. There were four categories, including casual, edc (for younger women), collection (women's business fashion) and men.

"It was not just a competition but a fashion extravaganza for everyone," comments Keeven Zhai, a well-established local designer who was also one of the judges. "It gave people the opportunity to experience the much fancied job of a stylist."

Although the competition is over, the Website is still available for anyone who wants to play wardrobe games and enjoy mix-and-match fun.

On Tuesday, Marks & Spencer launched a new campaign called "Did you know?" in its Shanghai store to tell customers about how its products are sourced and made.

Facts about various products are displayed throughout the store, under the headings "Did you know?"

"We understand that customers today feel concerned about where the clothes come from, and what sort of conditions they are made in," says Michelle Heung, the British retailer's head of marketing in China. "By telling them the facts, we want to reassure them about the standards of our products."

The campaign covers women's wear, men's wear, children's wear, home and lingerie. From the billboards set up at the counters, customers will learn that some of the women's garments have been tested and repeatedly washed to make sure the colors don't fade, and the soles of the prototypes of children's shoe have been flexed half a million times to imitate the amount of wear and tear they will probably get.

Marks & Spencer lingerie is made in the world's first ever carbon-neutral eco-factory.

(Shanghai Daily June 11, 2009)