How do I invite fashion buyers to my fashion week?
Aloha everyone. I am producing Hawaii International Fashion Week and would like to inquire on what channels are available to invite retail buyers to my fashion week, as well as advertise my event to individuals within the fashion industry throughout the west coast. Thanks for your suggestions.
I work with a company, AvaBellas and we go to what's called the Atlanta Merchandise Mart every year. Perhaps you could visit this event for inspiration. This is a fashion show or format that you could base yours off of. I do know that many buyers from the U.S. will go to Los Angeles every year to engage with Chinese fashion companies also. So, hope that gives you a little direction.
I agree with Craig; Facebook is without a doubt one of the best marketing channels out there for generating leads and find buyers in the fashion industry.
I'd personally create a Facebook group targeting the audience you'd like to address, in your case something like "VIP fashion buyers." In Facebook getting leads through a group is much easier compare to pages or profiles; that is due to the SEO friendliness that groups have.
Once the group is built, you can simply create an event inviting all the group members. Facebook has a limit on the number of invitations you can send out per event - at the time I'm writing, it is 500 - however, a Chrome plugin such as "invite all" can help you with that. You could also create different events and play out with different audiences tracking which one is more effective for you.
I have run the same strategy inviting buyers for a Prom Week for Jovani and it worked well. Thus, I hope this will work for you as well.
I think you will need different strategies for each of the groups you are trying reach. I would first define your target audiences or buyer personas and then create marketing funnels to drive each group to your website to collect data to continue communication and engagement.
I would use Facebook ads as a lead generation tool for each of your specific buyer personas. Facebook ads allow you to reach very targeted audiences to attract them into your funnel.
If you need some help, let me know and we can discuss further.