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February 14, 2007

High-street retailer?s DIY internal fashion launch success

Hobbs treated its 165 store managers and members of senior management to an exclusive viewing of its spring/summer fashion collections recently at a special event held at London’s Congress Centre.

Designed to inspire and motivate, the launch was organised by the leading high-street fashion retailer itself, with no external agency involved in the slick production.

The day-long event began at 10:30am with a welcome from Hobbs managing director Nick Samuel. The design team then presented the collection for the coming season, which included clothes, shoes and accessories, explaining its key themes and influences. After a bowl food lunch, managers took part in a training session, as well as receiving information on merchandising, marketing and production. The day finished with a high-energy fashion show involving eight professional models strutting down a specially built white catwalk.


Operations manager Sarah Davey addresses Hobbs' 165 store managers

“We try to use a different venue each year for the launch of our new collection and Conference People, the venue-finding agency, short-listed Congress Centre along with two other venues for this event,” explained Sarah Davey, Hobbs operations manager. “I went to see all three venues myself and Congress Centre won hands down. The main hall was ideal for the launch of the collection as its 1950s space-frame ceiling lets in lots of natural light, helping to emphasise the colour palette of the collection, and the wood panelling and flooring offset the white catwalk perfectly. The venue is also very well located in London’s West End, making it easy for everyone to get to.

“The event was a great success,” she added, “and the store and concession managers all seemed really enthusiastic and informed about the collection, which was the main objective.”

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