3, 2, 1… It’s showtime.
After laying my eyes on countless coutour garments, I had to pinch myself. Could this be real? My first few weeks of the internship allowed me to begin to love management. However, the most recent week persuaded me into falling hopelessly in love with fashion. The sheer excitement revolving around the Nordstrom Designer Preview event was enough to cause an uproar during the volunteer signups. We have been hearing about the event for weeks but once we stepped backstage, our dreams became a reality.
I was lucky enough to land a spot as a dresser for the event. This gave me the opportunity to work one on one with a professional model and assist her with her outfit changes between walks. My model, Kammera, has been in the industry for several years and had worked the event last year as well. She was gracious and patient as she taught me how to work the backstage and style the pieces. We had three outfit changes during the event including a chic fall inspired look designed by Chloe and a stunning Valentino ensemble.
The number of moving pieces for an event of this magnitude requires an astonishing amount of legwork. The attendance goal for the event was 596 and the expected volume target was $2,374,000. The attendees range from Seattle’s elite to Nordstrom’s highest executives. The event marketing manager spent countless hours planning the event for a seamless execution. I constantly saw her running around making sure that everyone was in their places. The level of communication and leadership skills needed to manage such a wide variety of teams is astronomical. The event also wouldn’t have been nearly as successful without intensive organization, preparation, and volunteer work.
Immediately after the models left the runway, the garments were quickly transferred from backstage to the trunk shows in a separate section of the venue. Following the runway show, the attendees were invited to shop the designer clothes throughout a handful of popup boutiques. Moral of the story: high fashion = high volume purchases. I was able to take a sneak peek at the trunk shows after we had wrapped up backstage. The setup consisted of gourmet hors d’oeuvres, sophisticated displays, and endless designer inspirations. The event made me want to explore event marketing further as I navigate the waters after graduation. It was spectacular to watch all the moving pieces come together. I hope I’m lucky enough to be apart of Designer Preview again next year.
Until next time,