The talk itself went through trends in retail and fashion that should be expected within AW 2012/2013. This advanced level of prediction into the future is fascinating to me and something that I feel very intrigued to learn more about. The speaker, Sue Evans, is the Senior editor if catwalks for the business, a company that I believe demonstrates the intelligence behind fashion.
I took so much information from this seminar that I am sure to be blogging about it for a good few weeks but for now I wanted to share one thing that stood out to me in particular. Maybe being out here has put me behind the times but the innovative and genius intrigue that must have been circulated around a new kind of shopping that was brought to the UK market in April this year. Selfridges in London joined forces with charity shop Oxfam to set up the Oxfam Curiosity Shop in the corner of the large basement of the store. Companies such as Jane Shilton donated vintage pieces and celebrity names have donated their pre-owned designer goods to add intrigue and an element of authenticity to the products. Examples of items with celebrity history included a floor-length vintage dress from model and singer VV Brown, as well as the wonderful Dolce and Gabbana dress donated by Scarlet Johansson. The stock was replenished throughout the sale, creating more and more intrigue and a reason for shoppers to stay interested even after purchase.
The innovative ideas continued as the customers were asked to scan the code on their mobiles and listen to the history of the item and where the proceeds were being donated to. Digital meets fashion meets charity meets vintage. WOW. This idea is certainly impressive and sure to be enforced again in some way. This is a whole new level of pop-up stores and when the money donated goes to a good cause there is sure to be publicity and interest amongst shoppers and celebrities. A genius marketing tool!
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