What: Fashion brands are embracing events to generate brand awareness and drive sales as digital advertising costs increase.

Why it is important: Events are a great way to increase foot traffic and drive sales as consumers crave connection post-pandemic.

While events can be costly, brands don’t always expect to close a transaction but rather intend to be top of mind and remind customers that the store is nearby by creating positive associations with the brand.

Marketers say that in-person events such as trunk shows or shopping parties are more important than ever as social media has become a less favorable channel for advertising in recent years. The events are a direct way to reach customers and leave an impression that an ad on social media couldn’t.

Consumers also crave social activities post-pandemic and are eager to for connection, they want to see people and feel special.

The largest and most costly events often result in the least tangible returns, with the ultimate goal being to provide customers with a positive experience with the brand rather than converting a sale.

Events such as Krewe’s crawfish boil can ignite curiosity and allow customers to feel products in real life and become educated on the brand.

Smaller events such as trunk shows or in-store shopping events provide more opportunities to directly drive sales. Marie Oliver, a women’s apparel brand, has seen an overall sales increase and boost in social media engagement following their trunk shows.

Global head of luxury at Boston Consulting Group stated the most successful events tend to be those that bring together an interesting community of people as allowing customers to come together, especially if the founder is present works really well.

Shopping events are back. Here’s how to make the most of them