Festive activities were well underway by the time I touched down on Kensington ground, for #Pure34 London - Day Two. Greeted by the same lovely welcoming committee as the day before; I was hardpressed to think of what more this jampacked event could offer me, after the flashing lights of 24 hours prior - but I was soon about to learn.
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| Philip Frau, Co-founder of Frau Blau Clothing |
I unwillingly broke away from my entertaining host, just in time to snag a good spot at the Grand Hall stage for the WGSN SS14 Trend Seminar, delivered by Head of Retail & Strategy, Lorna Hall. Arguably my most educational moment of the year to date; Hall taught her audience how to breakdown what we were seeing on the catwalks, by explaining precisely how macro-trend forecasts translate to the ensembles that stylists are already putting together.
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| WGSN's Lorna Hall delivered arguably the #1 seminar of the entire event |
On an enlightened high after trying out my new knowledge 'in the field'; I was only too ready for more guidance by the start of the next seminar. 'Untold Possibilities: Unleashing the Potential of Online Marketing', was led by Google's New Business Development Officer, Kamil Tavas. After an awkward bumpy start with a failed live demonstration of G+ photo backups, and a sketchy Hangout demonstration with a colleague at her desk in our favourite search engine's HQ; we got down to more reliable content - case study examples from some of the most successful brand marketing techniques in recent times, and the roles that Google's newest features played, in bringing the intended goals to fruition. The logistics of Ann Summers' paid search campaign by iCrossing proved meaty food for thought; whilst the Burberry Kisses campaign demonstrated the successful introduction of, and innovation behind, themed apps - both of which led cleanly into Mobile rich media content, designed to interact with your audience, and enhance your brand experience for followers on the move.
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| Zara Rhodes' SS14 collection debut |
Fresh from the Chinese manufacturers, her new shoe samples arrived in the UK that morning, with mocks having only been made in a size 3 so far. As the beauties modelling her collection were firmly within the Country's size average, they had no alternative but to resort to hand-modelling the heels, barefoot on the runway - an alternative that would have been completely unorthodox in any other designer's debut, yet somehow came across as so normal that it was mundane, in the world of the ageless, funky designer.
Far too soon, the entertaining showcase was over, and I hop-skip-skidaddled over to the National Hall Stage, for the 'Retail in the Digital Age: Interacting with Customers through Social Media and Digital PR' roundtable. Chaired by Kate Guerney of etailPR, Kate Payne, co-founder of retail boutique Hengelo; Stylist and TV Presenter, Sonya Lennon, and Rebecca Rae, of the Creative Photolink Group, were her chatting companions, bringing the air of a Sex & The City 'luncheon with the girls' to the 30-minute panel.
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| (l-r): Rebecca Rae, Kate Guerney, Kate Payne, and Sonya Lennon |
Back to the seminar however, and it was uncanny to see how much the experiences of the panelists and audience members who shared their backstories aligned. When it came to building social media platforms, all were in equal agreement that social media offered an expressive freedom that a standard company website cannot entertain, when trying to establish, and maintain a core company message. Performance measurement is also much easier to judge, through audience interaction, and reactive sales. An interesting twist on the discussion; negative feedback and how to respond to instances of it, incited an enthusiastic response. The ladies agreed that negative comments should never be deleted; in fact, comments should be addressed - and quickly - so that your potential clientele have a front row seat to watch you handle adversity, and potentially win their favour. Conversely, should the negative feedback be antagonistic, the incidents should be glaring beacons that you should avoid at all costs. In closing, our relatable panel collectively bemoaned the drain on time, and resources required to maintain a successful social media relationship (Amen to that, from this choir). They also reminded us that whilst social media is fast becoming the most welcome way to communicate with our buying audience, online sales to date only account for 15% of overall retail purchase - so don't get caught up in the shiny, new stuff, and shun the ways of the old school.
The very useful talk was an excellent segue into the next. What I was able to catch of 'Visually Create Your Brand: Telling Your Story through Today's Key Social Networks', with Paul Sheehy of Folk Digital, seemed to be a somewhat interesting introduction into the biggest social media tools for professional use. Tucked away in a maze that I failed miserably to master throughout the event's duration - after far too short a programme break to get one's bearings, never mind traverse between stages - by the time I found the elusive Footwear & Accessories Stage, the most important part of the session appeared to have passed, if the lacklustre attendees were anything to go by. A crash course in Pinerest served as a useful introduction to the three year-old site, that officially surpassed Twitter and Facebook for recorded referral traffic, in less than half that time. After sharing insider secrets on how to become an 'Uberpinner'; Sheehy touched on many a Kate Spade example whilst championing Tumblr for short storytelling.
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| DSUK London SS14 |
By the time I tore myself away and found the first of Zandra Rhodes' two stands, the lady herself had long finished off her champagne reception; where she reportedly sat and chatted with visitors, after personally awarding some generous competition giveaways, leaving me with no other option but to indulge in the shoe collection presented earlier, up close, until my little heart was content. Unfortunately, even that was short-lived; as security announced the close of the venue for another day.
As always, catch the event album in full on the ESP Facebook Page; where you are free to indulge, like, and share the contents until your cups runneth over. Once you've done that, don't forget to come back and Stay Tuned for the third and final instalment in the +PureLondonOfficial series!
Until the morrows...
ES ;)
