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Brands and Stores Welcoming Back Shoppers With Special Events

Brands and Stores Welcoming Back Shoppers With Special Events

After what was a good long stretch of quietude for many, a flurry of brands and retailers are once again hosting influencers and in some cases shoppers for in-store events.

Often guised as cocktail parties, talks, collaboration debuts and community gatherings, these meet-ups are increasingly being held once again in stores. Aside from sparing the expense of renting a hotel bar or event space — never mind all the financial accoutrements that are tied to that — retail events provide prime opportunities for people to see products up close and absorb the essence of brand.

Even before the Commerce Department reported that May retail sales slid 0.3 percent compared to April, companies were well aware that inflation concerns are flaring. That said, serving up some generic white wine in plastic cups on department and specialty store floors just doesn’t cut it. Fashion companies are trying to rev up the attraction, as Talbots recently did by hosting a book launch for TikTok and Instagram star Barbara Costello, who is better known as @Brunch With Babs.

An intergenerational crowd of 175 people turned up at the retailer’s Hingham, Mass. flagship books-in-hand before her arrival. Others spent more than $75 at Talbots to get a copy of “Celebrate With Babs: Holiday Recipes & Family Traditions” as a gift with purchase, a company spokeswoman said. They also got a good look at the newly renovated store.

In its 75th anniversary year, Talbots is planning additional appearances for the social media star and other store events to connect with consumers. “It is interesting and exciting to see that our Talbots customers are happily attending our trunk shows, shopping events and, of course, Babs’ appearances. It definitely feels like a return to the beginnings of normalcy,” a spokeswoman said.

Brands and Stores Welcome Back Shoppers

Barbara Costello signing her new book at Talbots’ flagship in Hingham, MA.
Photo byMark Feigenbaum/Courtesy Talbots

Other indicators were how guests waited in line to speak with the author, hugged her and spoke of how her motherly advice, hacks and recipes were their salvation during the pandemic, the spokeswoman said.

Another anniversary — Alice + Olivia’s 20th — was nodded to on June 15 with a prom-inspired extravaganza with live music from Gracie Abrams and DJ Kiss. Founder Stacie Bendet hosted the event for 700 fans including Ella Emhoff and KidSuper at The Close East Lawn behind The High Line Hotel. Many turned out wearing looks from the label that were 10 to 20 years old, as well as more of-the-moment styles. Twelve hours later, Alice + Olivia’s site traffic and social media were buzzing more than normal, according to a company spokesperson.

Burnett New York welcomed 200-plus people to “MetaBurnett at Musica NYC” and 300 more in the Metagami Mall in Decentraland Metaverse on June 15. The fashion and crypto crowd were the first to see the ready-to-wear and NFT metaverse wearable collections, which launched Thursday. Creative director and chief executive officer Emily Burnett is forecasting a sellout. It was important to bring those two communities together for an in-person event “to experience the power of experiential Web3 luxury commerce for multidimensional sales opportunities,” she explained Thursday.

Brands and Stores Welcome Back Shoppers

Models at the MetaBurnett event at Musica NYC.
Photo Courtesy

Earlier this week, Live Rocket hosted a Mercado Global in-person and virtual shopping event for female professionals in the investment industry, in partnership with Firework. The Brooklyn-based Mercado Global empowers Latin American women to become entrepreneurs in Central America. Organizers declined to provide sales figures.

To celebrate the release of Fern Mallis’ second “Fashion Icons” book, Nordstrom hosted fireside chats with her and the retailer’s women’s designer fashion and editorial director Rickie de Sole in its stores in Nashville, Dallas and at the Mall of America. (Nordstrom had welcomed a hearty fashion crowd to its New York City store for an all-out party for the book’s launch last month.) How the recent three-city trip impacted store sales and how other events are keeping shoppers coming back to Nordstrom were topics Nordstrom declined to discuss.

To mark the opening of its Madison Avenue store and the debut of a collaborative collection with Carolyn Murphy, Adeam tapped Charlotte Groeneveld to host a cocktail party on June 14. Guests like Sophie Elgort, Hyebin Yang and Carolyn Lim sipped Champagne and left with Lady M bon-bon boxes. They also got a better sense for the “East meets West” aesthetic that Adeam’s founder and creative director Hanako Maeda has developed from living in Tokyo and New York.

With Costa Brazil’s first pop-up store up-and-running, cofounder Francisco Costa described the customer traffic as “tremendous,” with many people responding so much to the space’s peaceful environment. “To me, it’s such a refreshing signal of what is needed out there. Maybe people are lacking a little beauty. Everything has become so homogenized in this world. We are offering something that is very calm and beautiful,” he said at the opening night party.

While the space was unveiled to launch the brand’s Aroma fragrance, the collection has been selling “big time” with many buying all of the rituals — a $700 investment — and wanting to learn all about them, according to Costa. The average shopper spends between $200 and $250.

Brands and Stores Welcome Back Shoppers

Francisco Costa at Costa Brazil’s opening night party.
Photo Courtesy

Monday’s party with Cherry Bombe magazine attracted 140 guests, who are foodies that are also interested in art, style and beauty, Costa said. That was the start of many in-store events. More tuned into the demographics of Costa Brazil shoppers, the company has created “a diverse and engaging calendar to offer clients what they actually expect and want from us,” he said.

As the former creative director at Calvin Klein, he expected the Costa Brazil clientele to be in their 50s or 60s, but they are 19 to 45. As for whether the shaky economy has made beauty a replacement for fashion, Costa said, “People are buying less, but they are buying better. Having a space is very engaging because they have a beautiful experience going into the space. We have wonderfully trained people, who go through every single product with the client explaining what it is and where it comes from. Downstairs, there is an incredible space for facials.”

Another element is a gallery-like area that shows off limited-edition T-shirts by the artist Curtis Kulig and fragrance customization of the bottle by Nicolas Ouchenir. Acknowledging how beauty’s market share is becoming more important, Costa said more than anything the pop-up offers consumers a moment for themselves. The fact that all products are genderless relays an all-are-welcome feeling. Asked if he ever imagined he would be so fashion-free, Costa said he has always been fashion-free. “Calvin was really never about the fashion. Calvin was so seminal. It was really about a lifestyle, if you think about the quality of the work. The magic was that he captured the zeitgeist of the time and he was able to fill the void,” Costa said.

Tuesday’s opening night party for the Anne Barge/Flora on Madison store has already helped to drum up interest. Socialites and social media influencers, as well as press, helped to spread the word. Forty-one appointments have been scheduled for this month and five dresses were sold on the first day of business Wednesday, including one to a bride who walked in, said president and creative director Anne Barge.

Mentioning how many brides scaled back the size of their weddings during COVID-19 but went ahead with their nuptials, as others had during the 2008 recession, Jacobs said she is hopeful that will also be the case should another recession hit. Even though the New York store offers a greater percentage of higher-priced goods than the Anne Barge store in Atlanta, that assortment can be altered to include lower price points, should the economic climate change. On average, the total offerings are about 15 percent higher.

Year-to-date Anne Barge’s overall wholesale business is 88 percent ahead, Jacobs said. However, having been watching the news and following what economists are saying, she will be tightening some things up and putting some money aside so that if a recession does hit, “the company can weather that storm.”

Earlier this month, Zero + Maria Cornejo hosted a cocktail party in its Bleecker Street store for a tie-up with the eyewear and fine jewelry label Vada. While the event helped to generate some sales, “on a broader level the get-together was meant to restore the idea of the store as a place for people to gather,” said the designer’s business partner Marysia Woroniecka. “We have a community of clients and the thing that we have all missed over the last couple of years is that ability to feel comfortable gathering together,” she said.

Before the pandemic set in, the company had renovated the store to allow for such gatherings as the one for Vada. The brand and Cornejo’s label have a personal connection, as Woroniecka happened to have bought a pair of Vada and received many compliments. Vada is based in Austin, Texas, where the Cornejo team travels to regularly for the boutique ByGeorge, which is also where Vada was first sold. A small selection of Vada is being offered at the Zero + Maria Cornejo store for a month or two.

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DOERKSON: Welcoming spring and the return of community events – 100 Mile House Free Press

DOERKSON: Welcoming spring and the return of community events - 100 Mile House Free Press

The arrival of spring couldn’t come soon enough this year.

After a long winter, and the stress of the last few years, it has been so encouraging to see our community come alive again. Not just in the literal sense of flowers blooming and snow melting, but also with the return of community events – the things that really make our region such a wonderful place to live.

Over the last number of weeks, we have seen festivities like the Shriners’ fundraiser in 100 Mile House return as a packed success. I also had the opportunity to attend the Forest Grove Legion Ladies Auxiliary fundraiser for Ukraine. They sold a delicious spaghetti dinner and put the proceeds towards the Ukrainian Red Cross.

We also saw the creation of the Easter “Whats Hoppening“ event. Hundreds of people attended the various festivities hosted around 100 Mile House, including Easter chocolate for the kids. It brought a smile to my face to see so many of my constituents in one place, enjoying our community and engaging with one another. I could see just how much people were excited to get out and about and feel some sort of return to normalcy.

It has made me look toward the future in anticipation, and I can’t wait for the many other wonderful events that we have on the horizon. I am grateful to all those who are eagerly planning them. One of those events is the BC Trappers convention, coming up May 5-8 with a full schedule of public demonstrations.

The South Cariboo Chamber of Commerce is also accepting applications for its 2021 Citizen of the Year. People are encouraged to nominate community members they think are deserving of the title by May 16, and it will be awarded at the Chamber’s Community Appreciation Event on June 4. In addition to awarding Citizen of the Year, the event will include a parade for our fire departments, paramedics, police, Search and Rescue, and Emergency Social Services. I am sure it will be a wonderful time to honour those who have made invaluable contributions to our region.

From farmers’ markets to fundraisers, car shows, the Harvest Fair, auctions, and other community events, we have so much to look forward to this spring. We have learned we cannot take these moments for granted, and after a challenging few years, I am so excited to meet you in person around our community.

See you soon, Cariboo-Chilcotin!

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100 Mile House

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The now sold-out Strategic Conference invites experts to analyze the challenges the industry is currently facing, and the solutions available to bring awareness to hydrogen in transforming Canada’s energy sector. Attendees will hear from a notable lineup of speakers including Hon. Jonathan Wilkinson, Minister of Natural Resources; Corey Hessen, Executive Vice-President, Power, Storage and Origination of TC Energy; Grand Chief George Arcand Jr.; and Seifi Ghasemi, Chairman, President, and Chief Executive Officer of Air Products.

“We are really proud to launch the first Canadian Hydrogen Convention and welcome leaders to Edmonton to join these important conversations and discover what is needed to supercharge the industry,” said Nick Samain, Vice President, dmg events. “Hydrogen is expected to be a vital component in the low carbon economy, and Canada has all the resources to develop a competitive and sustainable hydrogen economy. The Canadian Hydrogen Convention will illustrate Canada’s leadership in hydrogen and position the country as a global hydrogen powerhouse.”

CHC will take place over three days, with the exhibition and conference on April 26 and 27. On the third and final day, a Driving Site Tour will be hosted by the Alberta Industrial Heartland Association. Here, attendees can witness high-profile projects and companies and gain a comprehensive understanding of the size and scope of Alberta’s Industrial Heartland. Additionally, attendees can view large-scale projects from companies like Dow, Shell, Nutrien, Sherritt, and Pembina. April 27 will also mark the first Canadian Hydrogen Awards, recognizing excellence in the hydrogen industry and honouring leaders, innovators, and trailblazers who actively promote healthy advancements in the sector.

“As a planned annual conference, the Canadian Hydrogen Convention will become a longstanding event, demonstrating the significant interest there is in Edmonton, and Canada more broadly, in hydrogen and related technologies,” said Malcolm Bruce, CEO of Edmonton Global. “As the economic development organization representing the Edmonton Metropolitan Region, Edmonton Global is pleased to be co-hosting this important event. Energy has long been the backbone of the Edmonton economy, and we are excited about the opportunity that hydrogen represents for our region to continue to lead in providing sustainable energy solutions for Canada and beyond.”

The two-day Canadian Hydrogen Technical Courses that will run alongside the main conference will present 40 papers that showcase the latest in technologies, processes, and innovations. The tradeshow floor features a diverse range of companies including TC Energy, Air Products, WSP, Toyota, Nikola, ATCO, InnoTech Alberta, Hydra Energy, and many more. Featured exhibits will include hydrogen production, transportation, carbon capture, and energy consumption.

Canada is positioned to become a leading global producer of clean hydrogen due to its skilled labour force and strategic energy assets. A clean hydrogen economy can diversify the country’s future energy mix while generating economic benefits. With hydrogen supply more accessible than demand end uses, establishing reliable sources of hydrogen demand will be key to unlocking a hydrogen economy in Canada.

Media interested in attending must register here. For more information on the Canadian Hydrogen Convention visit

About Canadian Hydrogen Convention

Canada is playing a critical role in the development of the global hydrogen economy with innovators in production processes and pioneers in fuel cell technology. To demonstrate Canada’s leadership in hydrogen, the Canadian Hydrogen Convention will launch its inaugural event in April 2022 in Edmonton, Alberta. This must-attend event will bring the entire Canadian supply chain together to discuss innovations and solutions for low-carbon hydrogen production, energy infrastructure, storage, and the path forward as Canada works towards net zero by 2050.

SOURCE dmg events

For further information: CHC Media Contact: Edelman on behalf of CHC, Erin Hill, [email protected], Cell: 587-228-6904; Narmina Rafiyeva, Marketing Director, dmg events, [email protected], Cell: 403-512-1213