BURBERRY AW23 MINI RUNWAY
To amplify Daniel Lee's first collection, Burberry hosted a series of mini runway sessions at the Spring Street location in Soho, New York, led by celebrity stylist Erin Walsh. This runway series kicked off our first event, which would then follow trunk shows in various cities across the Americas.Clients enjoyed passed catering and refreshments, while previewing the full runway collection on models. Following each runway, clients were invited to shop the collection.The experience:
3 day mini runway event at Burberry Soho store5 sessions hosted by celebrity stylist, Erin Walsh with a total of 40 top clients per sessionDaniel Lee AW23 collection featured on models walking the mini runway to give clients a first lookClients invited to shop the collection and client advisors available to style/answer questionsErin Walsh interacted with clients and offered styling tipsMusic, British-inspired catering, and refreshments offered to clients50 clients (including client guests) were flown into NY to enjoy the experience and were treated to meals and activities during their stay
The results:
190 total clients attended over the 3 days89 new clients added to the client book (21% conversion rate)35% conversion of existing clients to purchase at event$420K in sales
