Fashion Event Management

Background
Your agency team has been asked to participate in a pitch to organize an event to
showcase the best of an emerging country’s fashion (see countries list below). The
event will happen during Paris Ready to Wear Fashion Week FW2016/2017 (Prêt-àporter
women), from 1 to 9 March, 2016.
You know journalists, bloggers and buyers have a very busy schedule that week so
you need to come up with a truly unique concept that builds on the chosen country’s
local culture and traditions but reintreprets them with a contemporary and artistic eye.
Unfortunately your team does not have much experience yet as compared to other
agencies so your pitch proposal needs to be extremely professional as to convince
the deciding committee of your worth.
Each group’s proposal will be carefully assessed in terms of communication impact,
feasibility, budget requirements and concept creativity.
COUNTRY: Iceland
Questions:
Your event proposal must include :
1. Situation Analysis (including SWOT). Start from a benchmarking of similar
events from the country you are promoting or other countries that promoted
their fashion in a different market and apply that learning to your project. You
benchmarking could also include “Best Cases”, events/art exhibitions/music or
theatre shows that have been particularly successful in terms of concept,
implementation, use of technology,
2. Requirements and Pre-Conditions: this event needs to be indoor in a central
location within the city of Paris. You have a limited budget of 30,000.
Implementation plan:
1. Detailed GANTT chart (including who’s doing what)
2. Venue floor plan and details about how to showcase each
designer/brand’s (indicate also provisions for bathroom, cloakroom,
hostesses/hosts, catering facilities/drinks corner)
3.Risk assessment plan (can you foresee anything that could go wrong?
Have a contingency plan ready to implement)
4. Criteria to measure the success of your actions.
Details:
Marga’s notes

Country: Icelande
Target: journalists / bloggers / buyers = Fashion aware / Fashion concerned
Positioning of the event: elitist / Not accessible to anyone
pr le swot: exhibition in Milan – Lexus car – Tokujia
London : events about Iceland
Myth / Legends
Björk / cover of her records
Art scene in Iceland
Geysers / Water / Ice / transparency or white
Ideas of differents ambiances:
NORTHEN LIGHTS – WATER – TRANSPARENCY – ICE – VOLCANIC STONES
Visual elements:
Fog / Light / wood / plastic
Legend:
Icelandic ‘Hidden People’ or Huldufólk.
Ambassy / Chamber of commerce / travel agency specialized about Iceland / Museum in Paris… ??
EVENTS THAT HAPPENED PROMOTING ICELAND:

The icelandic pantry
https://www.theicelandicpantry.com/
“first time Borough Market has hosted an Icelandic guest market allowing the primary food producers to travel from Iceland to speak directly with UK shoppers and sell their products. “
LEGEND :
https://www.theatlantic.com/international/archive/2013/10/why-so-many-icelanders-still-believe-in-invisible-elves/280783/
Huldufólk are elves, trolls, and other types of fairiesthat reside in Iceland. Unlike here in the U.S., many people in Iceland reportedly either believe in fairies or don’t deny their existence. Whenever a story about Iceland’s huldufólk comes out, it’s stated that polls of Icelanders find that anywhere from 60% to over 80% of the people do not deny that there may be fairies in Iceland.
From: https://www.examiner.com/article/the-hulduf-lk-iceland-s-hidden-people
The Hidden People in the Icelandic legends are described as beautiful powerful, alluring beings living inside the rocks and the mountains.Stories about the Hidden People often involve people being ‘taken’ by them to their underworld where there would be eating, drinking, dancing and singing.
The Hidden People are described as either completely good, or absolutely evil.
GENERAL INFORMATIONS/IDEAS

The aim is to showcase to journalists, bloggers and buyers The Island’s FASHION
2-3 designers max: PAP WOMEN
We don’t have much time: It is the fashion week, the target is BUSY
The idea > Around the Hidden people/Huldufolk legend
“They would often take people to their underworld where there would be eating, drinking, dancing and singing” > Invite the target to an “underworld”
Colours/materials:
Ambiance: NORTHEN LIGHTS – WATER – TRANSPARENCY – ICE – VOLCANIC STONES
Visual elements: Fog – Light – Wood – Plastic – Stone
Colours: White – Iceblue – Black – Black brown – ??
Presentation of the clothes: As a fashion show?
The runway: With fog around, coming from beneath the runway ?
A dark room with light coming from beneath the runway as well, illuminating just the path where the models walk
A zigzag or circle runway?
NEED TO CHOOSE THE VENUE
At what time would the event start? 8pm starting of the fashion show? Evening = After the event we can do a cocktail
Time on the invitation 7:00 pm
Lasting of the show: 10 minutes?
Maybe, before the event, in a room, a little exhibition? With photos of Iceland, quotes on the wall, videos projecting?
After the show, a cocktail: maybe the models could be standing static so that the guests can watch the clothes in details?
? Why not on some transparent pillars in shape of cubes made in plastic that look like glass? With a small label on it, indicating the designers and the collection.
? Right after they showed, the models would go in that room to install so that everything would be ready when the guests arrive for the cocktail
? It can create surprise
? Maybe invite a music artist from Iceland to play during the show and during the cocktail
The aim of the cocktail: That the designers meet with the guests = Networking. That the guests carry on the experience and see the clothes with a closer eye, as they are from designers they don’t know.
Food: From locals from Iceland that we would invite.
Inspiration for food: The icelandic pantry in London
https://www.theicelandicpantry.com/
“first time Borough Market has hosted an Icelandic guest market allowing the primary food producers to travel from Iceland to speak directly with UK shoppers and sell their products. “
We can have different “stands” with different kind of food for the guests to taste
The stands can be in the shape of little wood houses, like there is in Iceland
In the cocktail room, written on a wall: “Come and discover the Hidden People underworld where there would be eating, drinking, dancing and singing”
Number of guests: 100?
In the cocktail, also: possibility for the buyers to meet with the commercial team of the designers and to book an apointment for the sales.
Create a special hashtag so that the bloggers could communicate more easily about the event… Start to communicate about the hashtag before (see in the communication strategy)
2.0 strategy: something with connected screens? Why not? To see… Maybe to book the apointment OR to learn in a “ludique” way about Iceland? Connected screens either in the little exhibition or in the cocktail room?
Install a “photo zone”, in the cocktail room. Maybe a photoautomat cabin, made of wood, looking like the food stands? The hashtag would be written in the photo. Afterwards, possibility to print it or to send it by email, in order to have a digital version to post on the networks
Gift for the guests? On their sit maybe? A totebag, with the name of the event, and the hashtag maybe, to carry on the communication afterwards. Inside the totebag: lookbooks of the designers