By Management Consultant Stephano Lawrence

Not always the easy associated with fashion – this has long been an area of focus.

(Mintel, 2010) reports that the industry is seeing a dramatic decline in e-Marketing of fashion, also the issue of internet purchases now taking a quick turnaround from a year ago, which is why now is a great time to re-think your press and promotion, event launch and seasonal ranges. Traditionally events take a rather set standard of planning, but as also most of you know, Fashion Capital is not known for their ‘set standards’, more the uniqueness and individual inspirations they promote.

Overview of Venue Planning

The main purpose of an event is to showcase new concepts, due to the nature of events; it would be advisable that pre-venue planning would need to be started at least 4 months prior to the launch of a concept. One of the main recurrent factors when choosing a venue is the need for sustainable planning, which is ‘a concern for the long term future of resources, the effects of economic development on the environment, and its ability to meet present and future needs’ (Page and Thorn, 1997 cited in Page, 2009). While looking at the impacts of events from a sustainable aspect, we want to also take into account the need for promoting the event on an international scale.

1. Study Preparation – A culmination of councils and organisations working together to promote the event as a sustainable project. A key area to conflict with this is the approach to tourism and attractions set out by the councils. Previous projects have failed to materialise due to this ‘conflicting messages’ from organisations. “This was a problem in London in the 1980’s, when the 33 London boroughs each had unified development plans but pursued different approaches to tourism”, which is a factor we take into consideration (Page, 2009).
2. Objectives – The objectives for the event have to be a variety of Fashion Capital, along with the clients to produce an effective theme.
3. Survey of Elements – This is where we will produce an inventory of existing resources available, and review facilities associated with the local economy. Using this method will greatly reduce the global footprint of the event, sourcing local produce for food requirements.
4. Analysis and Synthesis – This is where we will conduct a review of information relating to the event from local suppliers, contractors and event maintenance to look and the impacts and re-enforce the objectives set out above.

1. Policy Plan Formulation – Once our initial assessment of the event is in place, information for the event reviewed and more specifically a market analysis complete – we can then progress with the development plan of the event.
2. Considerations and Recommendations – Due to the scale of an event, a public consultation for instance will not be required. However we will need to secure a PLH (Public License Holder) certificate for evening events where we will be serving alcohol and refreshments.
3. Implementation and Monitoring – Although not possible to do prior to the launch of a new concept, further points for implementation and recommendations can be drawn from similar events showcasing related ideas.
4. Periodic Review –New concepts being launched, cannot possibly review the event, but can conceptualise and rehearse what the event impact will be (Holloway et al, 2009). Also the event plan can be amended when following the previous eight steps to place the right venue plan in place.

Conclusion to Events Introduction

The above is a brief outline of what support and service FC can give you, also the option to have FC as your main port of call for all event needs.

What’s next?

Ok, well from here on in it can only get more interesting. The web pages for the section will soon become fully visible to clients, and would hope to receive some feedback relating to this from you all. As stated previously, this is a new concept being introduced by Fashion Capital, however does not mean we're all new at it. FC has some of the most up to date industry specialists in all areas which will always be available to prospective clients.

You will soon start to see some changes to the section, and services offered; Services soon to be added are;

• Industry reports on Marketing – with a special focus on e-Marketing in the coming weeks
• Support services for event management and consultation
• Business reviews and ideas for improvement
• Lots more so keep looking................

The updates will come quickly for the section, so if you miss a bit, please do not hesitate to contact me.

Stefano@fashion-enter.com