The Limited Fashion Show Connects with Customers but Needs Alterations

Guests waiting for the Jodi Arnold show at The Limited (Chicago, IL)

Joining the trend of making designer fashions more accessible, The Limited is collaborating on a new line with New York designer Jodi Arnold. As part of the launch The Limited hosted in-store fashion shows in Atlanta, Dallas, St. Louis, Chicago, and Washington DC. The shows are a great way to connect with consumers given them ideas on how to coordinate pieces.

Last night was the Chicago show at the Water Tower Place mall. Given the turnout, I would say the event was a success and met the goal of introducing the line to consumers in the Chicago market. In addition to seeing the new collection, highlights of the event included:

• Appearances from Jodi Arnold, Linda Heasley, CEO, and Elliot Staples, Vice President of Design
• Wine and an array of mini desserts
• Raffle for a $250 gift card
• 40% off of everything in the store
• Swag bag with an infinity scarf, Jodi Arnold bracelet, and a 20% off coupon

Models showing of the Jodi Arnold collection

However, there was little buzz outside of the event — only 4 tweets and 3 posts (from those Tweeters) from locals that attended the event! A few alterations could have made the event more enjoyable and possibly created additional buzz. Specifically, there are three areas of event marketing that could be improved:

Momentum
Any great event should be exciting right from the start. Guests for the Limited show were told to come early only to find themselves standing in long lines (for an hour) outside the store while the employees were inside setting up and having a pep talk.

Suggestion: Don’t leave guests bored and ‘out in the cold’. Have music playing outside, play up the area with a little decoration, and have a few employees walk around and show off some of the latest accessories to the captive audience.

Maneuverability
Food + red wine + crowded store with no place to set things down is chaotic and asking disaster (nothing like new merchandise covered in frosting and red wine!).

Suggestion: Move displays and racks around to better accommodate the crowd and make maneuvering and shopping easier. Separate food and drink stations to encourage movement throughout the space and reduce crowding and lines. Set aside a few areas in the store with high-top tables where attendees can set down their food and drinks.

Marketing
There was so much focus on the main aspect of the event (the fashion show) that other opportunities to engage with and market to consumers were missed.

Suggestion: Take advantage of the runway. Give guests the opportunity to strut their stuff (with items from the new collection perhaps?) and have a photographer take photos and post them to The Limited Facebook fan page. Not only do high top tables give guests a place to set down food/drinks, but they can also be a marketing opportunity. Decorate them with jewelry from the new collection or style cards with different outfit suggestions that customers can take with them.

Refreshments and swag