Tag Archives: trunk shows
The Independent published a story this week about the growth of online trunk shows – Moda Operandi, Net-a-Porter et al giving customers the chance to shop ahead of the season by pre-ordering almost straight from the runway. The analogue version of this is the physical trunk show, more popular in America, but also being used in the UK by smaller retailers and designers to offer their customers a more intimate experience and learn from the feedback. I wrote about this a while ago for Glass magazine and noticed that trunk shows seem to be particularly popular with jewellers. Especially with more expensive pieces, it seems the live shopping experience can add to the emotional value of the piece. This month, contemporary multi-brand jeweller Kabiri is holding weekly trunk shows with a different designer every Thursday where customers can meet the makers and also try out special pieces from their collections.
Owner Nathalie Kabiri says, “although we have a successful online store, you can’t replicate the interaction of meeting the brands personally. We pride ourselves on our close working relationships with designers and decided to hold the series of trunk shows so that our designers can give advice to customers, to help them achieve the perfect jewellery purchase.” One of those designers is Hannah Warner whose darkly gothic aesthetic has earned her commissions from Mugler and Jean-Paul Gauliter. Tomorrow at Kabiri in Marylebone Road, Warner will be launching her gold nail jewellery; thorn-like nail attachments that are applied by a manicurist. These have been much buzzed about since being seen on the Mugler AW12 runway. The following Thursday, British jewellers, Cabinet will hold a trunk show at Kabiri in King’s Road. Although the trunk shows are open to the public, you have to book a place. Find all the details are here.
NEIMAN MARCUS PLANS SHOWS TO ENTICE TOP CUSTOMERS TO BUY NEW LINES AT FULL PRICE
Upscale retailer Neiman Marcus Group Inc is to set up special trunk shows and meetings with designers for its best customers in a bid to get them to buy new fashion items at full price.
Engaging Neiman’s core, wealthy customers are the retailer’s “best chance of turning the tide” of deep discounts that is drowning company profits, chief executive Burt Tansky said yesterday.
“The challenge that we have is to get the customer back into the store to buy at full price, because none of us can continue to sell at promotional prices and deep discounts,” Tansky told the National Retail Federation annual convention in New York. “First of all, there’s no advantage to it. Second of all it leads to hell … and it’s got to stop.”
Privately-held Neiman Marcus is testing several marketing ideas across its 40 signature stores, including bringing in groups of 20-30 shoppers for special events, Tansky said.
“We have a number of things going on and already we are starting to understand that our customer, the affluent customer, will come into the stores if we create the right environment,” he said. He noted that some clients said they felt uncomfortable “shopping ostentatiously… Our challenge is to break through that mindset”.