BACKGROUND

“Khmer Enterprise is a company that aims to build an entrepreneurial ecosystem by providing financial and non-financial support‘. Garment and Textile Competition’, implemented by Khmer Enterprise, is a competitive program which aims to give fashion entrepreneurs and designers a chance to showcase their talent and opportunities for investment. The winning designs will have the opportunity to be developed for re-production and mass production for commercial purposes, boosting the economy and garment industry. The competition also offered an exciting reward for the Top 5 winners in the amount of 40 million riels in total. ”

CHALLENGE

Despite having no prior experience in running this kind of textile competition before, Khmer Enterprise chose us as their project partner to manage the entire competition – from the registration to the final stage – for both Season 1 and Season 2, because we are an experienced team in providing comprehensive services.

OUR APPROACH

The competition process includes registration, first round, semi-final, and final round.

Registration Process

each candidate registration by filling out the form ( online and offline) and submitting their current work with a description. For the offline registration, we have hosted information sessions at 5 different universities.

First Round Process

candidate works on sketching 2 looks under the given topic and their own inspiration of ready-to-wear collection (office wear).

Semi-Final Round Process

candidates were asked to develop their sketching of products (2 looks) in the first round with the provided fabrics under the same topic and theme. We have hosted a semi-final round event at KE hall to let candidates present and show their design clothes to the judges.

Final Round Process

candidates were again asked to develop the concept of products with the provided fabrics, and the same, we do host a final round event for them to present and show their masterpiece design to the judges and the winner announcement at the end of the event.

The strategic & creative approaches that we input to run the competition successfully are:

  • The proposed topic names for each round and the proposed judges: as this competition is under the Khmer Enterprise, we have proposed topics names to match with the company concept, called “DE K.E. MODE”. Also, as the company has connections with many other companies in the fashion industry, we have proposed one judge from ZANDO Group, one from A.N.D, one from La Chhouk, and one from KE.
  • The information session activation to different universities: To gain numerous offline registrations, we have hosted information sessions at 5 different universities such as: Raffles, Limkokwing, Fasana, PPUA, and RUFA.
  • The fabric selection: the fabrics are carefully selected by the discussion between the judge and KE representative.
  • The set-up content and video marketing strategy: we have proposed the content marketing and video concept to attract more applicants and spread more of this competition widely.
  • The logo design: to differentiate the competition out of others, Khmer Enterprise decided to design a new logo for the competition of its own.
  • The media production and the event management: as we have experiences in running and managing events, Khmer Enterprise allowed us to handle them and at the same time, we have media production that capture all the great moments from the start of the competition to the end of the event.

OUR RESULT

From Season I to Season II, the project has been successfully managed, with each round – from the semi-finals to the final – handled efficiently and professionally. In both seasons, we consistently achieved our applicant KPIs and introduced a more competitive process to increase the challenge and excitement from one season to the next. As the competition gained recognition, we witnessed a growing number of talented designers joining, drawn by the valuable opportunities it offered.
As a result, we successfully identified and crowned outstanding champions for Khmer Enterprise in both seasons. The competition has helped many designers kickstart their own businesses and break into the fashion industry, with some even working with established names like ZANDO Group.

This success was driven by a data-informed  strategy, enhanced content planning, and a customer-centric marketing approach.

This case  study highlights how digital marketing can transform business growth, while also emphasizing the importance of under anding consumer behavior in a competitive landscape like the Cambodian market.

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