The Basics of Organizing a Successful Fashion Event
Anyone can host an event, but it takes a dedicated team to host a successful one. Style events can serve multiple purposes like launching brands, highlighting new products, or even educating your audience on the latest fashion and beauty topics.
If this is the year you want to branch out and start hosting events to extend your brand awareness, you’re in the right place. Read on for tips on how to organize your tactics to cover all bases and pull off a sold-out event.
The Budget
Set a financial budget for your event that includes everything like securing a venue, catering, equipment rentals, staff compensation, and marketing. Make sure your entire team knows what the maximum budget is so they can stay within the parameters of that number.
Date/Time
Planning for most events should start at least three to six months prior to your targeted event date. In my experience hosting events, Tuesday, Wednesday, and Thursday evenings from 6 pm to 9 pm and Saturday mornings from 10 am to noon seem to be the best days and times to attract the most guests. People seem to be more into the groove of the week and more available to schedule a night out. Plus, who doesn’t love a Saturday brunch-themed event?
Location
Don’t even consider announcing your event unless you’ve confirmed a location. Your location sets the tone for your event. When you’re on the hunt for the perfect venue, keep these things in mind:
How many people can the venue accommodate?
Will the venue be able to provide any of the following: tables, chairs, audio/visual equipment, catering, DJ, photographer, etc.?
Does the venue have a liquor license?
Is the space equipped with public Wi-Fi?
Are restrooms available for guests?
Is the location easy to find and/or travel to?
Is free parking available on-site?
Pro Tip: Set up your event with Uber or Lyft to share ride codes for your guests. Many of your attendees will most likely use a rideshare app to get to your event so a $5 credit to attend can be an additional perk for them to enjoy.
Speakers
Adding speakers to your event is a great way to extend the conversation and attract new attendees. Speakers should have a professional connection to the subject(s) of your event and have experience sharing their ideas with others. Look to your professional network for possible speakers and reach out to them promptly.
Pro Tip: If your desired speakers require compensation, set up an affiliate link for your event and offer a specific percentage or dollar amount for each ticket sale from that link.
Sponsors/Partners
Once you’ve got your date, time, and location confirmed, consider reaching out to local businesses or other fashion brands that complement yours for sponsorship or partnership opportunities. Sponsors can assist in covering costs for the event including venue fees, event supplies, and marketing materials granted the sponsor is getting something in return.
Great ROI (returns on investment) for sponsors can include a giveaway in exchange for attendee contact information, a table set-up for sponsor representatives to display their products/services to guests, or even a separate lounge area for VIP guests.
Partners, for example, can be accessory or beauty brands that would complement your ready-to-wear collections. Offer a space for these brands to showcase (or sell) their items in exchange for cross-promotional opportunities on social media.
Catering
Even if your event is only ninety minutes long, provide food. Your guests will most likely be coming straight from work and since events tend to take place in the evening around dinner time, people will be hungry. I would suggest offering a few hearty appetizers and beverages.
Be mindful of serving alcohol at your events. If your event is centered around alcohol (themes include “Cocktails and Conversations” or “Sip and Shop”), you may want to limit your guests to ages 21+ to avoid any incidents of underage drinking. If you plan on serving alcohol, check with your venue to see if they provide someone who manages beverage responsibilities. If not, you may need to obtain a liquor license.
Tables, Chairs, Audio/Visual Equipment
Hopefully, the location you select will be able to offer these tools (including TVs, projectors, microphones, etc.). If so, be sure to test your set-up as soon as possible to ensure that everything works properly.
It may also be wise to give one of your team members the title of “Location Manager” so everyone knows who’s responsible for venue operations. If the location does not offer these tools, make it a priority to find rental equipment as soon as possible.
Event Photography & Video
If your location doesn’t provide a photographer or videographer or offer a list of suggested professionals, assign a team member to research local pros to cover your event visuals. Instagram is a perfect tool for finding photographers that fit the style of your event. It may also be wise to ask your professional network for recommendations.
Pro Tip: Once you’ve secured (and agreed to pay) a photographer and/or videographer, be sure to give them a shot list of everything you want to be photographed at the event.
Event Staff
To ensure that your event runs smoothly, make note of these points:
Streamline your attendee check-in process by scanning QR codes or digitally swiping through instead of flipping through multiple pages of a guest list.
Assign one or two people to the check-in area to get people in the door quickly
Position staff in different areas throughout the venue to answer any questions guests may have
Event Schedule
While networking is important, brainstorm to find new ways to draw attendees in with things like guest speakers, panel discussions, fashion showcases, or even opportunities to shop for exclusive items. Guests will be more likely to show up if there are actual activities planned rather than attending yet another event where they wander around looking for people to talk to.
Now that you have a better idea of how to organize your event, let’s talk about the fun part… getting people to show up! Follow these steps and you’ll be on your way to selling out your next event.
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Did this post give you any ideas for your next event?
