CASE STUDY |
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our marketing campaign was flooded with strength , vibrancy and brightness ,” says Shutter . “ It helped us come back with a bang and reminded our customers that we ’ re the number one show to be at .”
Shutter says one of the key pillars that they were working towards was having a strong emphasis on bringing the show ’ s international clients back and marketing it as the gateway to the UK fashion market .
“ We created targeted campaigns for specific countries and use segmented country-specific marketing campaigns for both visitors and exhibitors .”
It was also the first year that saw Pure London work with Paris-based trend forecasting agency Promostyl .
“ This helped highlight Pure London as the place to see the latest trends , up to two seasons in advance .”
In vogue With fashion being such a fast-moving sector , Shutter says it is crucial that her team “ speak the language of our customers and our industry ” in order to stay relevant and on-trend .
“ By providing that personal touch , it ’ s engaging and lets people relate to you and what you ’ re providing .”
She says mirroring the industry of a show in creative ways can provide strong engagement . One way Pure London achieved this was by emulating fashion bible Vogue ’ s ‘ 73 Questions ’ video series on-site at Olympia London .
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“ We looked at that and thought how can we do our own spin-off ? Instead of doing a traditional exhibition on-site video , we wanted to make something slightly different . Gloria walked around the show , highlighting different points and meeting different people .
“ It made it feel like the viewer was there in the room and it was much more engaging .
“ It gave subliminal messages like how to navigate the show floor without explicitly saying it , and it was also a great opportunity
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to talk about sustainability .”
ESG Shutter says her team has been paying close attention to the United Nations Sustainable Development Goals ( SDGs ). Taking inspiration from the SDGs in their campaign , the Pure London team put together the Independent Retailers Sustainability Toolkit , which investigates the key areas retailers need to address to become more sustainable .
“ Our toolkit really cuts through the noise and jargon on how to be sustainable
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and how to take it one step further . It makes it more achievable , especially for independent retailers who are time poor . We want to provide sustainability advice for everybody , contributing to industry-wide change , and to help people understand that it ’ s not a million miles away .”
As for the top tips for someone who is starting a marketing campaign , Shutter says knowing your industry inside and out is key .
“ Do your research , be out there and immerse yourself in the industry . Personalisation and being relatable are also key . The more knowledge you have about the people you ’ re marketing to , the more likely your campaign is going to be fool proof .”
l The next edition of Pure London takes place at Olympia London from 16-18 July .
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Summer — 31 |