Pure London: Day 3
On Tuesday 12th February the UoW Fashion Society took to London for Day 3 of the Pure London Fashion event. The event is one of the UK’s largest fashion trade events and allows buyers to attend and source the latest trends for the upcoming season.
Fortunately for us, day 3 of the event is open to students, allowing them to browse the collections, without the ability to spend money they don’t have!
The event showcases over 700 brands and includes menswear, womenswear, kids wear, shoes and accessories… a fashion students’ idea of heaven. Not only does the event feature catwalks of garments on offer but also holds talks around a variety of subjects allowing for some interesting debates and discussion, providing a lot of food for thought.
We wanted to do a series of the day's events to share the knowledge that we gained with you guys. Here is the first instalment of the series…we hope you enjoy!
Sam Burgess: Making your brand authentic and finding your voice.
The first talk we attended on arrival was held by Sam Burgess and she discussed the importance of brand authenticity in the modern world of extreme consumption. Of significant interest to us as marketing students were her point of view of the target consumer. She stated how brands want to appeal to everyone in the mass market which leads to merchandise, that in fact, appeals to no one. Don’t be afraid to let consumers go, you can’t please everyone.
Another point of interest was the discussion of building an experience for the consumer. It’s no secret that consumers are in control and are now demanding the whole package, not just the product, look at Oxford Street Topshop for example. Sam really highlighted the significance of brands taking on this mentality as consumers want to be part of the brand. She told us how you have to make the consumer feel involved and that they are being listened to, even if you aren’t. This builds trust and encourages purchases that may not have originally been made.
Lastly, she discussed the impact of an emotional connection within purchasing. She spoke about the way that storytelling instead of promoting a product can go a long way. Sam demonstrated the 80:20 rule that acknowledges this. This rule suggests that 80% of business should be brand awareness and building a customer base, community and value. Not only should you consider your own brand but also those around you. You are not an island, you are part of something much broader.
Consumers shop around for the same products and this is something that brands need to be aware of. The lack of exclusivity means that brands need to focus on both price and building a brand that consumers trust and relate to. Only 20% of the brands business should be about selling the product. The consumer knows that they can buy from you, they don’t need you to tell them that, instead brands should strive to help the customer see the impact that the product could have on their lives and see it put in place which will drive the sale.
Head to our Instagram and check out our IG story highlight for images and videos of the day - @fsaw_uow
Words by Bethan Shannon