EXPERT INSIGHT
HOW FASHIONS-GONE-BY ARE SHAPING THE EVENT INDUSTRY’S FUTURE
by Helen Lowe – Events & Marketing Manager at Europa International
I don’t know about you, but every year as spring approaches my mind turns to my wardrobe and, more specifically, which clothes are hidden in its depths.
I ball up my woolly jumpers and banish them to the bottom of my dresser, before unshackling my many maxi dresses, capped sleeved cardigans and classic Capri pants from their winter prison. Ahh, hello floral kimono and trendy little thong sandals.
This has become somewhat of an annual ritual for me, but this year I found myself - as I organised said threads into piles of ‘never should have bought it’, ‘won’t fit anymore’ and ‘classics to keep’ - thinking just how similar the world of fashion is to the event industry.
‘Ummm….’ I hear you say, which I totally get! I know the connection is not immediately obvious, but let me explain (apologies to anyone born post 1990 who may struggle with some of the once-upon-a-time super cool cultural references here!).
Trends within fashion have a tendency to come and go. Flared jeans, platform shoes, neon dresses, shell suits, velour tracksuits, flat caps and even pointy bras (ok, only Madonna ever really pulled that one off, but you get the gist).
Some trends are best left firmly in the past, whilst others seem to make their way back onto the scene often decades later – with many of us rather surprised to see today’s youth donning a ‘look’ that is suspiciously familiar to what we, too, were into growing up.
Meanwhile, there is the odd fashion staple which survives the test of time – think little black dress, classic court shoe, aviator sunglasses and Whitney Houston inspired crinkle dresses (JOKE!).
And that, event profs, is where I think our industry overlaps with the ever evolving world of fashion!
The way we decorate our venues, the furniture we use to kit it out, the food we serve our guests and the entertainment we employ to keep them entertained is all dictated, to an extent, by what is fashionable and what is not.
In the 80’s it was all about the canapes, colour and Culture Club; whereas the 90’s bought us girl power, an inexplicable love of popping candy and a fascination with red carpets at even the least royal of occasion.
You see, things change. And whilst the 70’s bought us the Bee Gees ‘Stayin’ Alive’, nowadays our customers are mostly focused on ‘staying online’ (which makes our unique power benches particularly popular, I must say).
24 May 2019
www.venue-insight.com
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