Maximising Impact: The Art of Fashion Show Clienteling
August is a crucial month for the fashion world's clientele, as it sets the stage for the VIC experiences around upcoming fashion weeks. While the client events only last days, the preparation for these high-profile experiences spans three months, with clients' pre-departure" preparation being a win or break to make the investment worthwhile.
I have delivered consistently positive returns on investment around fashion show VIC hostings. Here are the eight key pre-show milestones that I focus on:
𝗩𝗜𝗖 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 𝗗𝗲𝘀𝗶𝗴𝗻
With a deep understanding of VICs, market clienteling leaders are responsible for curating the most relevant experiences around the fashion show for each VIC. These can range from a three-day, two-night experience package to a medium package with hotel, lifestyle and dining, or a light package with a fashion show and a nice dinner.
𝗖𝗼𝗺𝗽𝗿𝗲𝗵𝗲𝗻𝘀𝗶𝘃𝗲 𝗥𝗲𝘁𝗮𝗶𝗹 𝗕𝗿𝗶𝗲𝗳𝗶𝗻𝗴
A thorough retail briefing sets the tone for the VIC experience's success. The brief should clearly outline the experience objectives, customer journey, inspiration for the fashion show collection, key project stakeholders' roles and responsibilities, and upcoming timeline.
𝗖𝗹𝗶𝗲𝗻𝘁 𝗦𝗲𝗹𝗲𝗰𝘁𝗶𝗼𝗻 & 𝗣𝗿𝗼𝗳𝗶𝗹𝗲 𝗯𝘂𝗶𝗹𝗱𝗶𝗻𝗴
Selecting the "right" VICs for the fashion shows is an art. Key factors to consider include VICs' loyalty to the brand, spending power, fashion savviness, interest in overseas experiences, language skills, and relationship with the client-facing team.
𝗛𝗼𝘀𝘁 𝗦𝗲𝗹𝗲𝗰𝘁𝗶𝗼𝗻 & 𝗣𝗿𝗲𝗽𝗮𝗿𝗮𝘁𝗶𝗼𝗻
Luxury businesses often face the dilemma of choosing between a Client Advisor with a strong relationship with the VIC or a Store Manager skilled in language and ad hoc management. The decision often depends on the project priority and the resources allocated to the client's experiences.
𝗖𝗹𝗶𝗲𝗻𝘁 𝗜𝗻𝘃𝗶𝘁𝗮𝘁𝗶𝗼𝗻 & 𝗛𝗼𝘀𝗽𝗶𝘁𝗮𝗹𝗶𝘁𝘆 𝗔𝗿𝗿𝗮𝗻𝗴𝗲𝗺𝗲𝗻𝘁
These go beyond simple invitations. Seize every touchpoint to create memorable client experiences and build momentum for the event. Market clienteling leaders should initiate the invitation process and manage hospitality details, such as travel and accommodation, tailored to each client's preference.
𝗣𝗿𝗲-𝗦𝘁𝘆𝗹𝗶𝗻𝗴 𝗔𝗽𝗽𝗼𝗶𝗻𝘁𝗺𝗲𝗻𝘁𝘀
A significant commercial opportunity often overlooked is creating occasions with clear dress codes throughout the customer's journey, empowering pre-styling appointments in clients' home countries.
𝗢𝘃𝗲𝗿𝘀𝗲𝗮𝘀 𝗧𝗿𝗮𝗻𝘀𝗮𝗰𝘁𝗶𝗼𝗻 𝗔𝗿𝗿𝗮𝗻𝗴𝗲𝗺𝗲𝗻𝘁
Provide hosts with detailed international transaction procedures, including sales processes, payment methods and tax details, enabling clients to prepare financially.
How are your fashion shows VIC experiences progressing? Contact me if you like to maximise your client investment.
