Great marketing example: Make it exclusive.
There were many, many booths there. In an overwhelming amount they were simple trade booths with samples. Buyer walks up, marketer begins spiel and shows merch. While it is a simple way to do it, the process is, well, mundane. Many buyers would look at a piece or two and then mosey off to the next booth.
English Laundry's booth was closed off with see-through curtains and 'gatekeepers' who were only admitting buyers who were really interested, and even then by appointment only. Once you were inside you are introduced to the designer who offers you a cold drink. You are seated at a station and a sales expert takes you through the new line. Piece by piece it is revealed to you with style, panache and a good sense of humor.
The exclusivity of the experience meant that there was less wasted time with lookielous and more quality time spent talking to the client that are really interested.
We were sold. We are very excited about our new line of English Laundry shirts and jackets at Arrogant Menswear and will be revealing them soon.
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