Big Fashion Sale
Creative Direction • Ecommerce • Marketing • Sales Strategy
Big Fashion Sale was conceptualised as Australia’s premier fashion clearance event series. As co-founders, we were responsible for developing a compelling brand identity, crafting a strategic marketing approach, and designing a premium event experience that positioned BFS as the go-to destination for price-conscious high-end fashionistas, both online and in person.
Objectives
Distinct Brand Identity Establish BFS as a premium fashion clearance event series that appeals to a niche demographic of high end and cult brand fashion lovers.
Omni-channel Strategy Seamlessly integrate digital and physical event elements to offer a comprehensive and engaging shopping experience online and at our pop-up events
Sales Growth Utilise innovative marketing tactics to drive attendance, engagement, and ultimately, sales, both online and offline.
Outcomes
The BFS series attracted over 50,000 attendees across digital and physical events, with social media campaigns generating over 2 million impressions. Post-event feedback was overwhelmingly positive, with more than 85% of attendees expressing interest in future events.
BFS exceeded sales projections by 40%, with 30% of sales originating from the digital platform and livestreams, demonstrating the success of the hybrid model. Expansion into new Australian cities and an improved e-commerce platform further contributed to significant business growth.
Project Credits
Creative, sales, event management and marketing Kate Hurst & Elke Kramer
Photography Christopher Morris
Designer Nicola Wilson
