It is not every day that consumers are granted the opportunity to ask designers about the process behind their sartorial creations, but that is exactly what the Fortnum & Mason Millinery Fortnight series focuses on. For two weeks, the British department store will allow people to talk to hat designer Philip Treacy about his latest collection. An extensive and interactive meet and greet, it not only puts a face to the designs, but also gives deeper meaning to the hats themselves.
The Fortnum & Mason Millinery Fortnight series is coupled with an afternoon tea theme. Dave Rodgerson, retail business development executive at Microsoft Canada, Toronto, observes, "These will hold quite an appeal to the audience that frequents the retailer and considers afternoon tea a highly regarded social activity."
Interactive Hat-Making Events
Fortnum & Mason Millinery Fortnight Connects Consumers with Milliner
Trend Themes
1. Interactive Hat-making Events - Opportunity to engage with designers and learn about their creative process.
2. Connective Retail Experiences - Creating immersive experiences, such as interactive meet and greets, to deepen the connection between consumers and brands.
3. Integration of Social Activities - Incorporating popular social activities, like afternoon tea, into retail events to attract a specific audience.
Industry Implications
1. Fashion Retail - Opportunity to organize interactive events that bring designers closer to customers and enhance the shopping experience.
2. Hospitality - Opportunity to collaborate with retail brands for hosting social-themed events, like afternoon tea, and attracting new customers.
3. Technology - Opportunity to provide innovative solutions, such as interactive displays or virtual reality experiences, to enhance retail events.