Big
Fashion
Sale

Strategy • Creative Direction • Ecommerce • Design

Big Fashion Sale was conceptualised by Founders Kate Hurst & Elke Kramer as Australia’s premier fashion clearance event series. Tasked with launching BFS both as a digital and physical experience, the objective was to create a compelling brand identity, a strategic marketing approach, and a premium event experience that would position BFS as the go-to destination for price conscious fashion enthusiasts.

Website

Objectives

Develop a Distinct Brand Identity Establish BFS as a premium, yet accessible, fashion clearance event series that appeals to a wide demographic of fashion lovers.

Craft a Dual-Channel Strategy Seamlessly integrate digital and physical event elements to offer a comprehensive and engaging shopping experience.

Drive Engagement and Sales Utilise innovative marketing tactics to drive attendance, engagement, and ultimately, sales, both online and offline.

Create a Scalable Model Develop a model that allows for the expansion of the BFS series to more locations and a broader online presence.

Results

Brand Recognition The BFS brand quickly became synonymous with luxury and value, achieving a 60% brand recognition rate among the target demographic within the first year.

Attendance and Engagement The inaugural BFS series attracted over 20,000 attendees across digital and physical events, with social media campaigns reaching over 1 million impressions.

Sales Impact BFS exceeded sales projections by 40%, with a notable 30% of sales originating from the digital platform, highlighting the effectiveness of the hybrid model.

Expansion Post-event feedback was overwhelmingly positive, with over 85% of attendees expressing interest in future events. Expansion into new Australian cities and an enhanced digital e-commerce platform.

Kate Hurst Kate Hurst