Big Fashion Sale
Creative Direction • Ecommerce • Marketing • Sales Strategy
Big Fashion Sale was conceptualised as Australia’s premier circular fashion event series. As co-founders, Kate and the team developed a compelling brand identity, crafted a strategic marketing approach and designed a premium event experience that positioned BFS as the go-to destination for price-conscious, high-end fashion lovers — both online and in person.
Over a decade, Big Fashion Sale grew to become the largest event of its kind in Australia, blending sustainability, accessibility and style to reshape how people engage with designer fashion.
Objectives
Distinct Brand Identity
BFS was positioned as a premium fashion clearance event series designed to appeal to a niche audience of high-end and cult fashion enthusiasts.
Omni-Channel Strategy
A seamless integration of digital platforms and physical pop-up events delivered a comprehensive, engaging shopping experience for both online and in-person audiences.
Sales Growth
Innovative marketing tactics were implemented to drive attendance, boost engagement and increase sales across both online channels and physical events.
Outcomes
Strong Brand Recognition and Market Impact
BFS quickly became synonymous with luxury and value, achieving a 60% recognition rate within its target demographic and establishing a strong, impactful brand presence.
Audience Growth and Engagement
The BFS event series attracted more than 50,000 attendees across digital and in-person experiences, 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.
Sales Growth and Business Expansion
BFS exceeded sales projections by 40%, with 30% of revenue generated through digital channels and livestreams — demonstrating the success of the hybrid event model. Expansion into new Australian cities and continued investment in e-commerce further accelerated business growth.
Project Credits
Creative, sales, event management and marketing Kate Hurst & Elke Kramer
Photography Christopher Morris
Designer Nicola Wilson
