| ||
The HourGlass Couture Project
|
||
|
We took up the challenge of finding a solution when Beatrice von Tresckow Designs arrived in Hermanus, struggling with the problem. So the first thing we had to do was assess 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. Obviously, this class of designer fashion wear is rooted in a high LSM, niche market world-wide ... the classic Rolls-Royce syndrome ... but we had to be sure that there is no mass-market appeal ... there isn't. |
||
| ||
|
||
|
The 2nd event was another 3 day pop-up shop, but in a prestige venue, with the added attraction of a model and photo-shoot ... for 4 reasons: 1. The photo-shoot was an additional marketing focus for this event 2. The content we got could be used for future events. 3. I had an idea that his may become a feature of future events 4. It was an opportunity for Khanyishe up-date her portfolio. You can see the published video from the photo-shoot |
||
|
||
|
1. Previous customers 2. Selected potential customers 3. A wider, commercially generated, general group. With this broader range of campaigns and content, we could get better insights into that buyer attraction. The result was a small but notable attendance of members from the two customer groups ... but basically none from the general group, and none from 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 ... sales did improve ... and the target audience becoming clear. Now, there is no doubt that buyer attraction is from a very narrow high-end niche market. |
||
| ||
|
||
|
It's important to remember that this group remains private, not reclusive. The members have probably been using social media longer than the rest of us. Which means that the strategy for the next event will develop on three fronts: 1. We will maintain the local media profile and brand presence with consistent content publication. 2. We will improve the personal customer broadcast group membership. 3. We will canvassing tourist accommodation venues. But getting the marketing right is only one part of the puzzle actually. The other critical part is to find a way to bring products and these elusive buyers together at the same place and time. To accommodate this, I think the event structure should go back to it's roots. The earliest fashion events were nothing like the modern notion of a runway show. They were called "Viewings", a concept invented by Charles Worth in 1860. They were gatherings of invited guests in small prestige venues. His garments were worn by what he called "mannequins". They presented the garments to the guests and described them individually ... the guests placed orders. It's a tantalising thought, but we must wait and see if it works at the next event in March... |
||
|
||
|
Scheduled to return to the Gallery Cafe on main in Hermanus It will be for 3 days in March 2026 The doors will open from 10:00 each day ... we'll keep you informed. |
||
|
|
||
| ||
|
||
|
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. |
||
| ||
|
||
|
||
| ||