2011 tfw review

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Triangle Fashion Week :: presented by Blvd.TV :: a celebration of style

September 2011

a celebration of style

Project Review

produced by

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Purpose

The purpose of this document is to provide anunfiltered view of the marketing, design, promotionaland management activities for the Triangles 2ndFashion Week. We believe the details below provideour strategic partners and sponsors with a clearrepresentation of the efforts and feedback as itrelates to Triangle Fashion Week. This document alsoserves as the basis for next years Triangle-wideFashion Week.

Summary

Triangle Fashion Week offers a unique celebration ofculinary tourism in the Triangle during September16th 25th, 2011. Fashion week consists of boutiquesand salons offering special sales, trunk shows,education sessions, cocktail parties and runwayshows. Similar fashion week festivals have provensuccessful in Charleston, Paris and New York to namea few.

The selected dates September 16th-25th, 2011 coincide with New York Fashion Week and Marketdates. After reviewing dates with several boutique

owners, Triangle Blvd decided it would be best to waituntil after Market, a time during which many buyers

travel to New York to browse the new Fall collections.The term Triangle Fashion Weekwas chosen tobring this event to the entire Triangle. This yearsevent brought together 58 businesses throughout theTriangle including Durham, Chapel Hill, Apex, Cary,and Raleigh.

Mission

Organize Triangle Fashion Week in order to directmore business to boutiques and salons, as well aslaunch the careers of up-and-coming local designers.

Contents

Purpose 2

Summary

Mission

Overall Scope 3

Sponsors

Key Deliverables 4

Participating

Businesses & Designers

5

Promotional Activities 7

Web Analytics 8

Project Costs 9

Participation Feedback 10

Press Recap 13

Lastyears Triangle Fashion

Weekhelped to unify all thehomegrown businesses, as well

as enhance the mood of fashion-

conscious consumers towards

those businesses.

-Jill Heffinger,

Manager of Bottega Hair Studio

TFW 2010 and 2011 participant

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Overall Scope

Geography: Triangle

Dates: September 16th-25th, 2011Market Audience: Affluent Professionals

FashionistasRetail & Design Community

Sponsors: Medium to Large Corporations

Participating Sponsors

Host / Title Sponsor

Blvd.TV / Triangle Blvd - new media services

Meschantes Couture

Key Sponsors

Time Warner CablePepsi Bottling VenturesAT&TYellowPages.com02 FitnessNorth Hills

Eschelon HospitalityfashionSPARK

Media / Network Partners

ABC11Yelp.comvisitRaleighDowntownRaleigh.com / Live Work PlayGreater Raleigh Convention and Visitors BureauDurham Convention and Visitors BureauChapel Hill Convention and Visitors BureauTriangle.com

MEin5D.comImage Is A Must

Charity Partners

Helene FoundationSoleMates Foundation

Contents

Purpose 2

Summary

Mission

Overall Scope 3

Sponsors

Key Deliverables 4

ParticipatingBusinesses & Designers 5


Web Analytics 8

Project Costs 9


Press Recap 13

We know just by walking the

streets of Raleigh that the

Triangle has a distinctive style

and a growing fashion culture.

The success of Triangle Fashion

Week has just proved that.

-John Mason,

COO of Triangle Blvd

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Key Deliverables / Benefits

1. TriFashionWeek.com2. Fashion Week Event Details / Registration

3. Participating Businessesa. Links

b. Maps

c. Events Calendar4. Sponsorship Exposure

5. Other Event Details

6. Contact Information

7. Promotional Activitiesa. Email Marketing Campaign

b. Social Networkingc. Blogging / Twitter

d. Print Flyers

e. Posters8. Exposure

a. Direct Exposurei. Flyers

ii. Posters

iii. Website

iv. Email

v. Blogs

vi. News articlesvii. Publications

viii. Press Releasesb. Indirect Exposure

i. Word-of-Mouth

ii. Brand Recognition / Awareness

Contents

Purpose 2

Summary

Mission

Overall Scope 3

Sponsors

Key Deliverables 4

ParticipatingBusinesses & Designers

5


Web Analytics 8

Project Costs 9


Press Recap 13

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Participating Businesses & DesignersThe following businesses participated in the Triangle

Fashion Week September 2011

1 Adore2 Alessio3 Beleza Couture Studio4 Blue Water Spa5 Bottega Hair Salon6 Cameron Clothing Co.7 Certain Things8 Charles Ryan & Co.9 Charlottes Jewelry & Gifts

10 Clothes Hound

11 Comfortable Soles12 CoolSweats13 Dapper Style House14 Dr. Tabors Slim & Beautiful Diet15 Dress16 DSParada Color Salon

17 Elaine Miller18 Exclusive Alterations by Shahla19 EYE.candy Boutique20 Flaunt Boutique21 Fleur Boutique

22 Gena Chandler23 Glo de Vie Med Spa24 Gypsy Jule25 Hayleys Boutique26 Jollys Jewelers & Silversmiths27 Kerry Catherine Jewelry28 Kristens Place29 Kristens Shoe Boutique30 Kt Mae31 Lambs Ear32 Liles Clothing Co.33 Luxe Beauty Boutique34 Main & Taylor Shoe Salon35 McKenzie Tribe36 Monkees of Raleigh37 Natural Body Spa & Shoppe38 Paul Mitchell the School Raleigh39 Polished Culture40 Possiblities Boutique

Contents

Purpose 2

Summary

Mission

Overall Scope 3

Sponsors

Key Deliverables 4

ParticipatingBusinesses & Designers

5


Web Analytics 8

Project Costs 9


Press Recap 13

Busting at the seams with a

throng of top trendsetters,

Triangle Fashion Week is

making its own wrinkle in the

fabric of modern fashion.

-Triangle.com

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42 Runway Couture43 Salon Blu44 Saks 5th Avenue45 Scout & Mollys46 Serottas47 Silpada Designs48 Southern fROCK49 Stella & Dot50 Sweet T Salon51 The Spectacle52 Traditions by Anna

53 Tyler House54 Uniquities

55 Varsity Mens Wear56 Vermillion57 Von Kekel Salon Spa58 Whalebone Urban Surf

Contents

Purpose 2

Summary

Mission

Overall Scope 3

Sponsors

Key Deliverables 4



Web Analytics 8

Project Costs 9


Press Recap 13

Our goal is not just to bringtogether stores and customers,

but to truly unify the members

of the Triangles growing

fashion industry.

-Damon Butler,

President of Triangle Blvd

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Promotional Activities

This years promotional activities consistedof a varied array of events including ared-carpet reception at the newContemporary Art Museum in downtownRaleigh. The Reception was open to theticketed public; sponsors and participantswere given complimentary VIP passes.

Our online campaign included traditionalemail marketing and event notifications

posted through known event consolidationchannels.

For a full recap of media placementgarnered for this event, please see themedia recap at the end of this document.

The Helene Foundation

100% of proceeds from The Reception and10% of proceeds from the Saks 5th Avenuerunway show event sales benefitted the

Helene Foundation. This charitableorganization works to assist and support

mothers with cancer and their families.

The essence of Triangle

Fashion Week expands

beyond the runway and into

the boutiques, spas and

salons that help you look

and feel fashionably

beautiful every day.

-visitRaleigh

I love that the fashion scene

is really starting to gain

attention.

-Alison Brown

Fashion pulsed on in

Raleigh just as New Yorks

fashion week came to a

close. The regions top

designers, fashionistas and

consumers came together

to celebrate the fashioncommunity in the district.

-The Technician

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Web Analytics - summary

Page Views774, 302

Contents

Purpose 2

Summary

Mission

Overall Scope 3

Sponsors

Key Deliverables 4

Participating

Businesses & Designers

5


Web Analytics 8

Project Costs 9


Press Recap 13

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Project Costs

TFW 2011 Working Hrs Summary

Raleigh, Durham, Chapel Hill, Cary, Apex

# Resources Cost/Hr Hrs/wk Wks Totals

Project Management 1 $95 40 10 $38,000

Video Development 1 $90 20 10 $18,000

Web Development 1 $90 30 10 $26,000

Print Development 1 $50 10 10 $5,000

Program Manager 1 $50 20 10 $10,000

PR 1 $50 10 10 $5,000

Event Production 1 N/A N/A N/A $20,000

Street Team / Promotions 6 $20 3 3 $1,080

$123,080

Contents

Purpose 2

Summary

Mission

Overall Scope 3

Sponsors

Key Deliverables 4



Web Analytics 8

Project Costs 9


Press Recap 13

The Triangle will be

celebrating the fashions of New

York and beyond. The local

boutiquesare pulling out thestops, boots and hot fashions for

the fall.

-Midtown Lowdown

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Participation Feedback

Our participation feedback was based on a survey of all those who have signedup for our newsletter.

The following sample set is based on 120 members whove attended TriangleFashion Week. Our survey summary is listed below:

1. Had you heard of Triangle Fashion Week prior to this years event?

Yes 75%

No 25%

2. How did you hear about Triangle Fashion Week?

Triangle Blvd/Triangle Fashion WeekDirect Contact

25%

Email Newsletter / Online Source 12.5%

Word-of-Mouth 50%

Facebook 25%

News Article 12.5%

Flyers 0%

Posters 12.5%

Blog Site 0%

Radio 0%

Television 0%

3. How many events did you attend during Triangle Fashion Week2011?

1 37.5%

2-3 62.5%

4-5 0%

6+ 0%

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4. What type(s) of event(s) did you attend during Triangle FashionWeek?

Education Session 0%

Trunk Show 12.5%

Cocktail Party 50%

Runway Show 87.5%

5. Were you able to purchase a ticket to attend The Reception at theContemporary Art Museum

Yes 62.5%

No 37.5%

6. Did you attend any events in a city besides your own?

Yes 50%

No 50%

7. Are you a fan of Triangle Fashion Week on Facebook?

Yes 75%

No 25%

8. Do you follow @TriFashionWeek on Twitter?

Yes 50%

No 50%

I do not have a Twitteraccount

0%

9. Would you participate in Triangle Fashion Week again?

Yes 75%

No 0%

Maybe 25%

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Press Recap

The News & Observer

Triangle Fashion Week offers plenty

Triangle.com

Triangle Fashion Week set to hit the runway

visitRaleigh

Triangle Fashion Week 2011

visitRaleigh Blog

Triangle Fashion Week

iHeartRetail.com

And for the skinny on Triangle Fashion Week

Wake Living

Triangle Fashion Week returns next month

News Stand Ups

Triangle Fashion Week Live from Saks
http://www.newsobserver.com/2011/09/15/1488811/triangle-fashion-week-offers-plenty.htmlhttp://www.newsobserver.com/2011/09/15/1488811/triangle-fashion-week-offers-plenty.htmlhttp://iheartretail.com/2011/09/15/and-for-the-skinny-on-triangle-fashion-week/http://iheartretail.com/2011/09/15/and-for-the-skinny-on-triangle-fashion-week/http://www.visitraleigh.com/visiors/event.details.php?id=18881http://www.visitraleigh.com/visiors/event.details.php?id=18881http://blog.visitraleigh.com/?p=1918http://blog.visitraleigh.com/?p=1918http://iheartretail.com/2011/09/15/and-for-the-skinny-on-triangle-fashion-week/http://iheartretail.com/2011/09/15/and-for-the-skinny-on-triangle-fashion-week/http://wakeliving.com/News.aspx?li=5820http://wakeliving.com/News.aspx?li=5820http://www.youtube.com/watch?v=5kx7R9OroXAhttp://www.youtube.com/watch?v=5kx7R9OroXAhttp://www.youtube.com/watch?v=5kx7R9OroXAhttp://www.youtube.com/watch?v=5kx7R9OroXAhttp://www.youtube.com/watch?v=5kx7R9OroXAhttp://www.youtube.com/watch?v=5kx7R9OroXAhttp://www.youtube.com/watch?v=5kx7R9OroXAhttp://wakeliving.com/News.aspx?li=5820http://iheartretail.com/2011/09/15/and-for-the-skinny-on-triangle-fashion-week/http://blog.visitraleigh.com/?p=1918http://www.visitraleigh.com/visiors/event.details.php?id=18881http://iheartretail.com/2011/09/15/and-for-the-skinny-on-triangle-fashion-week/http://www.newsobserver.com/2011/09/15/1488811/triangle-fashion-week-offers-plenty.html

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ABC 11

ABC11 interviews local designer at Triangle FashionWeek

North Hills Raleigh

Triangle Fashion Week at North Hills

Technician Online

Hitting the runway: Triangle Fashion Week highlightslocal talent

WSUA9 News Now

Triangle Fashion Week 2011
http://www.youtube.com/watch?v=5kx7R9OroXAhttp://www.youtube.com/watch?v=5kx7R9OroXAhttp://abclocal.go.com/wtvd/video?id=8361753http://abclocal.go.com/wtvd/video?id=8361753http://abclocal.go.com/wtvd/video?id=8361753http://www.northhillsraleigh.com/news/tag/triangle-fashion-week/http://www.northhillsraleigh.com/news/tag/triangle-fashion-week/http://www.technicianonline.com/features/hitting-the-runway-1.2635896#.TrAvZ97iE8khttp://www.technicianonline.com/features/hitting-the-runway-1.2635896#.TrAvZ97iE8khttp://www.technicianonline.com/features/hitting-the-runway-1.2635896#.TrAvZ97iE8khttp://events.wusa9.com/Triangle_Fashion_Week_2011/221648750.htmlhttp://events.wusa9.com/Triangle_Fashion_Week_2011/221648750.htmlhttp://events.wusa9.com/Triangle_Fashion_Week_2011/221648750.htmlhttp://www.technicianonline.com/features/hitting-the-runway-1.2635896#.TrAvZ97iE8khttp://www.technicianonline.com/features/hitting-the-runway-1.2635896#.TrAvZ97iE8khttp://www.northhillsraleigh.com/news/tag/triangle-fashion-week/http://abclocal.go.com/wtvd/video?id=8361753http://abclocal.go.com/wtvd/video?id=8361753

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