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OK - from the beginning
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We took up the challenge of finding a solution to a huge problem when Beatrice von Tresckow Designs arrived in Hermanus, struggling with their retail. We began by going through the standard product due diligence. We assessed the overall buyer attraction to the product range. A 3 day pop-up shop event was organised back in March 25, promoted with a torrent of our standard mass-market content ... in-fact you may remember some of it. The "mass-market" buyer attraction was very clear ... the event got a dismal turn out with miserable sales. This 1st pop-up was followed by a short series of "Browse & Buy" events on the West Coast. Keeping in mind that this class of designer fashion wear is rooted in a high LSM, niche market world-wide ... the classic Rolls-Royce syndrome ... we had to be sure that there really is no mass-market appeal ... there isn't. |
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Tour 2 : Strategy 2 |
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Another short tour of "Browse & Buy" events was organised, with the Hermanus stop in the middle. The only event we marketed was the Hermanus one. In addition to a range of normal media content, we also included a photo-shoot for a model as a focal point and potential customer attraction. You can see the published video from the photo-shoot |
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The result was that the Hermanus event got a small retail improvement against the other shows. There was a notable attendance of members from the two customer groups ... existing customers and high LSM customers ... but basically none from the general public group, and none driven by the mass-media campaign (we know, we asked!). Interestingly, what we did get was a number of foriegn tourist walk-ins (they saw the feather banner outside!) ... who bought a selection of garments without a second thought! So, two things ... now there is no doubt that buyer attraction is from a very narrow high-end niche market, and aggresive high impact mass market social media is a waste of effort. |
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Tour 2 : Strategy analysis |
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OK, it's December 2025. The next strategy is on the table. We began to raise and maintain a profile for the brand all the way through to February with regular social media content shared to local interest groups. Then we advertised every stop of the next tour individually, with national loosely targeted high-class content. |
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Tour 3 : Strategy 3 |
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We've been pumping out a stream of high-class animated event specific content to preceed every show of a National seven stop "Browse & Buy" tour. The shows have come and gone. It's the beginning of April. We sit down for the analysis. The result is actually encouraging ... but no where near our partners requirement or expectation. Taking the tour as a whole we have seen a 5% increase in retail income over inflation. We observed one really interesting phenomenon. The events were often attended by small groups. The behavior of one group member (the one with not enough money but too much to say) inevitably effected the whole group. In other words, we actually witnessed human nature interfering with the retail cycle. I believe that what we need to counter this are introduction exhibit events and follow-up retail opportunities. |
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Tour 4 : Strategy 4 |
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We must invite as many guests as possible to the catwalk show. The guests can place an order from what they see, but they must come and collect from a "Browse & Buy" event. With this format we should defeat most of the human nature resistance, get a wider range of visitor, and gather valuable advertising assets for future marketing. |
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Well, we'll have to wait and see the style It will be for 1 afternoon & 3 days in November 2026 We'll keep you informed. |
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More about Beatrice von Tresckow Fashion |
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Beatrice launched her business in 1996. Her designs celebrate life's vibrant tapestry. Rich, radiant, and highly textured fabrics. Her creations express craftsmanship, where every stitch carries the essence of care and passion. Her customers include members of royal families, and celebrities like Joanna Lumley and Clair Balding. |
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