Yesss! JAMAICA HAS AN #FNO ! BKStyle! Celebrates Brooklyn, we’re about platforms that help designers sell and keep fashion, culture the arts alive! As such we celebrate Global Style… many of our participant are second generation from countries around the world… and Jamaica Is well represented!… So
I read via CF (Caribbean Fashion Style Journa) of Jamaica Observer’s success in getting the endorsement by Vogue and a review on last years event
One of the question’s in that article was … is such an event viable….
The shopping Party is the Brooklyn trade platform of choice! We organized our first large one in 2005!
We hosted 14 local boutiques 2000 attendees and every designer sold!We (a collective of Brooklyn Designers) are hosting designers and businesses with owners from the Caribbean , Africa and the west coast among the indie designers in the community at three Brooklyn NYC venues, this year! So yes we hope to see TT & Barbados and the others join in next year!
This is our second year as an Official participant. Last year we supported Carla Selby a new York based TT designer and hosted Afrique’ Elance from France /Senegal, as well as Natacha Jospitre Brooklyn born designer of Haitian descent.! They sold and/or gained new customers …
which is the point of FNO.
Yesterday one of the designers asked me what she needed to be prepared…so we’re pulling a list together for the designers in our program and will share that. But It’s not just designers that need to prepared!
What did us learned…
What can we share with our counterparts in Jamaica and across the world… FNO is a RETAIL EVENT, a huge shopping party… Sure it’s great to be under the auspices of the brand and VOGUE… It’s particularly cool when someone calls and say
“I’m from Vogue”…actually I thought it was a prank!
But the real focus is introducing the designers, participating business and service providers to a larger audience! Building awareness of their products and what is offered and having that introduction CONVERT TO SALES is our interpretation of the FNO Mission!! Even if it is six months down the line!
At the end of last year’s event many in the industry complained and debated whether it was a success! As I explained to one young designer yesterday, changing consumer spending is a process… essentially you have signed up to change perceptions of value and many factors come into play!
FNO is a RETAIL EVENT… designed to strengthen the retail sector… it is about SHOPPING! It’s hard to break old habits and often times it seems to be about celebrities, models and oh yes the drinks!
The shortest distance between two points is a straight line,
The temptation to revert to the show and celebrity ‘Hype”… unfortunately pervades the event! Be clear on your goals, who you are selling to, and what they need
If you want to sell to women who shop you need to reach women or have disposable incomes! Thus you need to supply products that women who work want… Sure they’re not models, or stars… but they buy! They actually expect to pay for the clothing they wear … not to be paid for wear the clothing!
We have two events in local neighborhoods … You can attend Fashion Night Out and walk home if you chose And one in the “HIP” Dumbo area at Goddess House Beauty boutique and Spa! Streets of New York Marketing is sponsoring marketing to local clients!
Tips
First and foremost provide a central web presence…
Where information can be attained with contact info that will be viable this time next year!
This year 28 squared is providing the Brooklyn Fashion Week effeorts with a
Main Site
FNO.28squared.com
We even added a Customer Support
My.28squared.com
And an online cluster is in the works where attendees can preview the event offerings!
Then Every Participant Should be an Evangelist!
This program is approached as a coworking collaborative venture celebrating our core values:-
Everyone wants a show…
we did not plan to have a fashion show last year, We had models on had to show the clothing “salon” style… the customers insisted so we pulled them “the Customers” in1 We love that format many wanted the dresses they wore!
This year we are using have local models in our preview trailer… and testing a live preview version on August 30th! Hey we’re playing with the big guys…. and we come correct
For the Event, FORGET THE MODELS
Consumer participation makes for a memorable evening
The customers insisted so we pulled them in1 This year we have Catwalks struts and “Glamour Shoot” Outs!
Pull women who look like… in fact, pull your most stylish customers in as models….
If You build it they will come…
That is if they know advertise… one of the challenges in 2005 and still today getting designers to share info… to their customers! There is little to loose! It’s a party some will shop…at the end or in the coming months… We get rsvp’s before and during. Assign one person to gather that information! That mailing list is the core of your marketing!
If they come they will not necessarily buy at that moment!
Designers need to be prepared for sale… seriously most indie designers are prepared to show not sell! All our participants are preparing sales collateral…including pre and post show online collective and customer support!
It takes a while for a consumer to make that decision… if your item is more that $20.00 That I’ve learned through sales and marketing! Which is why we launch our FNO Preview on Monday… yes we’re testing the technology for Brooklyn Fashion Week and it’s a time for that “model” and entertainment everyone loves! It is especially important when introducing new products to new audience!
Your customer shops like you do …
They love bargains and a value… what are you offering! We have been working with each designer and will be holding an online pricing workshop.
Designers need to pitch….
It’s one of the greatest lessons I have adopted from the tech community as part of Fashion Camp! NY’s tech startups can pitch ice to an Eskimo and they always create an opportunity to pitch! When designers and artist speak up and share more than just a product the consumer becomes vested… they support in cash or kind!
To thine own trade be true
Designing for a size two when the consumers are a size 10….
Having $500.00 items targeting local mothers….
It’s back to school… Change of season and in NY Severe budget cuts mean less disposable income! Get Real
Handmade, Eco and bespoke design is costly, especially when created to the standard of design, and production we insist on! Create options that facilitate sales… lay programs, Special incentives for placing orders! Retail… the business of fashion needs a revolution…
Encourage Consumers to share the info… then “SHOP FOR SOMETHING GOOD”
Pressing that “like” button and viewing fashion shows mean nothing if we do not
“SHOP FOR SOMETHING GOOD” is the FNO theme
“BUY LOCAL” wherever that is! Put aside A FNO Fund! Grab your girlfriends and head to a local event! Our FNO event helps support a program that has built two Orphanages in Haiti
But it is not just the Charity… designers and local business need to sell to stay in Business! Getting Local designers to Fashion Night Out, SOCIAL MEDIA WEEK and EARTH DAY IS Part of our GOOD it is part of our local ( and soon Global) workshops and programs for creative entrepreneurs!
Volunteer
On the ground in NYC we (and most other FNO events) have a team of volunteers who join in to support, models, hair, makeup, stylist and consumers who support.
Sponsor an Event!
We’ve long partnered with Local venues and business… fashion attracts across the board! Each events is better with refreshments, music, entertainment give-a-ways- sponsoring an event put your product in front of potential consumers!
We did well last year! Still getting a local designer attention on such a night is a challenge.. Especially with large retailers, with serious budgets staging amazing events! We use technology and one of the best digital and urban marketing teams to leverage and get these designers in front of the consumers! This year designers are still feeding off our efforts last year!
Last year we did not have time for a serious marketing but on the day of the event we were the top searches for Brooklyn and many found us! This year it’s larger with more venues… but putting talent on a global map is our focus … FNO is just one of a series of events we encourage to facilitate and create platforms for local participation.. Each designer has worked on product development and design and yes increased sales 1.
So Welcome To Jamaica…
It’s a “SHOPPING” Party with a cause… Send us you info we’ll add gladly use our base to share info on Jamaica’s FNO
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