Claire Burrows, creator and founder of Air & Grace, couldn’t believe her luck as she watched attendees stream into Stylist Live. This was her audience – the women she created her products around – and they were all in one place with prosecco in hand.
Air & Grace shoes are the perfect union of ‘chic’ and ‘Sunday-morning-slipper-comfy’ – and I can say that because my feet actually cried a little when I took them off. But the notoriously tricky bit for companies like Air & Grace is reaching their target consumer – professional, on-trend, tech-savvy, urbanite women who barely have time for dinner, let alone browsing new shoe brands.
When Gorkana held a briefing with Emma Crisp, the Editorial Director for Stylist Live, a few months ago, we talked about Stylist’s plans for a vibrant and varied selection of stores, all speaking directly to the Stylist audience.
The result, as indicated by several vendors I spoke to, was a captive audience of attendees that are otherwise quite hard to reach. And with a plethora of design, cosmetics (odourless nail polish!), clothing, and deliciousness (matcha-filled Portuguese egg tarts!), that audience is likely to stick around for a good few hours.
Futhermore, the event’s uniqueness makes an interesting point – as advertising sees increasing success with things like behavioural ad targeting, event planning could apply some of the same principles: get to know that target consumer really well and craft an event around his or her personality.
If and when you’re successful, you’ll end up with a sea of guests wandering around wondering how you managed to create something seemingly just for them.
In summary – if you’re in PR for fashion/food/publishing/beauty/tech/etc, get in line for a booth at next year’s event. Or, if you’re like me and up for a day of browsing, inspirational talks and even a catwalk – get over to Stylist Live this weekend (and please don’t miss the matcha tart).