Q: After a slow summer, how can I create excitement around my new fall products?
Steve Pruitt: You’re right to focus on creating excitement around apparel. Consumers have been spending on other experiences, like travel and home-improvement, and it’s time to get them focused on fashion again.
It’s trunk show season and I strongly encourage you to rework the whole concept. “Trunk show” is an outdated term, spanning back to when products were actually delivered in luggage, or trunks. Let’s be honest – it sounds pretty boring.
To foster excitement, let’s rework this concept into fashion preview parties that focus on the fun and exclusivity. You’re doing the same thing – giving customers a sneak peek at early collections and special pricing, but you are packaging it as a unique, fun event, perhaps including appetizers and drinks. Make it part of your customer appreciation program. Invite your best customers and your newest customers. Encourage them to bring a friend.
If we want to see a significant improvement in fall sales, we really have to put the work in on the marketing side. This seems like a good place to start.
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