The Trafford Centre assigned Pulse to produce two different fashion events over a four day period; one for VIP shoppers and another for weekend shoppers. Our creative rationale was to create a fashion event that complimented their advertising campaign ‘There is no place like it…’
Pulse was presented with a brief to showcase ‘The Trafford Centre’ as a leading edge and an authority on style. Highlighting the key trends, as well as creating shows that stand out from the crowd, generating PR and the talk-ability factor. Pulse initially presented The Trafford Centre with four different fashion concepts to which two were shortlisted and showcased to represent both The Trafford Centres VIP and Public fashion shows. Pulse appointed two event teams; which included event management, stylists, presenter, script writers, choreographers, make-up artists, hair technicians, models, graphic designer, creative directors and dressers. Pulse head quarters created a full event plan liaising with The Trafford Centre and all retailers head offices. Final placing of stores and full creative direction were completed by the Pulse team.
VIP Fashion Event
Pulse cast 14 editorial models to showcase The Trafford Centres top end stores to an exclusive invited audience. The fashion shows were centred on a 1940’s influence. Our creative team produced a decadent look that was synonymous with a Hollywood glamour theme. This theme was extended to the stage set, design, lighting, AV, music and props; Pulse cleverly coincided this with expert on-trend styling. Within the show Pulse also incorporated the English National Ballet and a renowned singer Alexander Stewart, creating a unique, entertaining fashion show with a couture feel.
Public Fashion Event
Pulse cast 10 commercial dancer models to showcase The Trafford Centres high street brands. This show was aspirational but also had a relatable factor appealing to all shoppers that visited The Trafford Centre. This show was upbeat, and highly entertaining. Each key trend was the focus of individual scenes within the show, music, props and the production of intricate footage set the tone to leave a lasting impact on shoppers, and desire to purchase. The result of both fashion shows where well received from customers, store managers and The Trafford Centres marketing and events team. In-store sales increased and feedback from REISS stated that “Pulse made the whole process easy, with no hassle and delivered clothes back on time in a resalable condition. They executed the catwalk show to a high standard, which reflected well for our brand”. Other feedback from fashion bloggers and press stated that they were “blinded by the beauty of the English models” and “The show was fun, and the night itself was amazing”.