Kaleidoscope AW15 Press Show
Building on the success of past seasons, fashion e-tailer Kaleidoscope returned to the press show circuit to host an intimate breakfast event to showcase their Autumn Winter 2015 collection. We were asked to develop a concept for the event that would result in widespread media attendance, new media relationships and press coverage throughout the season.
- To showcase the new AW15 fashion collections to all media contacts across the national, consumer, broadcast, trade and online press.
- To continue developing relationships with key members of the fashion press, to help further build brand awareness and alter perceptions of the Kaleidoscope offering.
- To reach out to a younger consumer through the attendance of contacts from new media outlets alongside loyal titles.
- Secure press coverage for the new fashion ranges following the event.
Originality and creativity
To engage with targeted fashion media for Kaleidoscope we chose to structure the event as an intimate breakfast press preview that would showcase the new collection to key titles across national, consumer and online media. Due to the nature of fashion journalist’s schedules we identified that this style of event would be successful in ensuring a high level of attendance, allowing attendees to join the event before travelling to their offices at the beginning of the day.
We selected the Ham Yard Hotel, a well-known and centrally located venue for the event to ensure that attendees would be able to pop in at their convenience. As an additional draw journalists were invited to enjoy breakfast treats, a ‘Make Your Own Tea’ bar (where attendees could mix bespoke flavoured tea leaves) and a gift from Kaleidoscope on the day.
Strategy and implementation
We managed and organised the entire event; selecting an appropriate venue, arranging catering and entertainment as well as designing the event space and merchandising the collection on the day.
We sent out bespoke e-invitations prior to the event to our contacts across the national, consumer, online, regional trade and broadcast media as well as stylists and key fashion bloggers. The invitations were then followed up with reminders to ensure that the event was firmly in the diary for all the key fashion publications.
At the event attendees were given a tour of the new collection, educated on the brand and provided with an opportunity to meet the Kaleidoscope design team. The event was also showcased across Kaleidoscope’s social media channels to engage with both customers and attendees, and drive online interaction for the brand.
Post-event our team followed up with all attendees to ensure coverage opportunities for Kaleidoscope throughout the Autumn Winter 2015 season.
Results and Evaluation
The event was attended by over 40 journalists, stylists and bloggers from a variety of key publications and a result of this for the Autumn Winter 2015 season we achieved over 100 pieces of coverage in titles such as Woman & Home, This Morning, S Magazine, Hello!, Daily Express, Daily Mail, The Sun, Mail Online, Instyle Online, Glamour Online and YOU Online.
Woman & Home
Sunday Times Style