R2 950 plus VAT per delegate

R2 650 plus VAT per delegate for three or more delegates

Enquiries: mariannen@systems.co.za or (011) 234 7008

Sponsorships: terrym@systems.co.za or (011) 234 7008

Click below for a map to the Wanderers Club

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Fashion and Beauty Marketing at-Retail workshop schedule

08h15 – 08h55: Cosmetics customer segmentation: How far do you go?

Charmain Cary, positioning buying manager, Edgars

Take male grooming as example: how do you cater for men in terms of store layout, sales assistance, advertising, etc. What is the role of cosmetics in fashion? Do cosmetic buying patters compliment or detract from fashion? Do you therefore include in your segmentation and planning or keep it separate? 

08h55-09h35: Mass appeal across price barriers

Anthony Swart, director, The Brand Union 

• Understanding your customer: new customer types 
• New buying behaviour 
• Trends in retailing 
• Action strategies for brands 
• The connection: What are the keys to connecting with consumers and winning a share of their spend?

09h40-10h20: A day in the life of a fashion shopper

Nicola Peisl, TNS Research Surveys

• What made you buy the clothes you are wearing today?
• What’s more important to you – brand or price?
• How important is celebrity influences?
• LSM 4-10, the big differences.

10h50-11h30: Fashion marketing the mobile way

Vincent Maher, commercial manager for Mobile Advertising, Vodacom

Vincent talks about how to drive in-store promotions via mobile marketing and presents case studies using mobile media such as Please Call Me, picture recognition, location-targeting and shortcodes.

Referring to studies carried out for local store brands, and the role that store layout plays, in influencing shopper behaviour in the fashion aisles. The importance of identifying the subconscious drivers for different categories and how to relate to in-store marketing.

Upwardly mobile affluent blacks and some whites, present marketers with unique experiential marketing opportunities. You will learn about the customer profiles, about their lifestyle and most importantly insights into what attracts customers.  You will see great case study examples and learn why they were so successful.

• How to relate to township lifestyles and special occasions.
• How important pricing, vouchers and sampling are?
• Great pointers on experiential strategies that work.

12h50-13h50: Lunch

13h50-14h30: How to drive fashion and beauty trends at street level

Ian Calvert and Dali Tembo, Instant Grass

• The importance of real-time insight from the fashion influencers
• Why some brands rise and fall, while others stick around
• How to drive lasting brand advocacy, not fads
• Lots of case studies.

14h30-15h10: The design advantage - insights into the role design plays in effective fashion retailing

Matthew Weiss, planning director, Coley Porter Bell 

• Unique position retail brands have with consumers
• Key considerations when constructing the retail experience
• Importance of a big idea and strong visual language
• Know your Guiding Design Principles before you start
• Differentiation through Hero Categories and Signature Services 
• The Last Mile concept and the role design plays at each step.

15h20-16h00: Fashion forward: The secrets to high impact, high footfall store experiences

• Using retail formats to effectively communicate brand attributes
• Techniques to increase linger time and to ensure sufficient levels of footfall
• Engaging consumers
• Driving footfall and awareness through media channels
• Up-selling in retail spaces: part of a mix in SA niche fashion and beauty retail.