Shopping centre, The Mall at Cribbs Causeway, has launched ticket sales for Bristol Fashion Week (BFW), an event that sees 18 ticketed catwalk shows and offers free beauty treatments, fashion giveaways and discounts.
The bi-annual event is claimed to provide a tangible boost to the centre’s retailers, boosting footfall by around 12% at the centre as a whole; and creating footfall spikes at the participating stores. Organisers say exit surveys support this trend, with some 94% of ticket holders saying they intend to try on items seen in the show.
According to the shopping centre, the formula for the event is the key to its success: TV fashion stylist Mark Heyes and celebrity hairdresser Andrew Barton host the hour-long fashion shows, which feature pieces from the collections of the centre’s stores; and the audience is then encouraged into the centre to receive complimentary goody bags and enjoy free beauty treatments.
Ticket prices range from £8.95 to £13.95, which means the event, supported by Marks & Spencer and John Lewis, raises more than £50,000 over the five days. The boost in spend means featured clothes are swapped part way through the week to avoid sell-outs and to maximise sales opportunities for the store.
The business value of the event has been in making purchases of items in the shows as easy as possible, said organisers.
Maria Crayton, head of marketing at The Mall at Cribbs Causeway, said: “We provide ‘As seen in BFW’ hanger tags for the retailers to use on all the garments in the show – to ensure customers can find the clothes they have seen and liked. And the shoppers clearly like the shows themselves too, with 73% of audience members at our last event having been to a Bristol Fashion Week show before.”
Autumn/Winter Bristol Fashion Week runs from 21–25 September 2011 with 18 shows over the five days. More information is available www.mallcribbs.com