Jane Carr on the 'Handmade at Fortnum's' Exhibition she curated, from the Hidden Art Forum 2011

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Jane Carr on the 'Handmade at Fortnum's' Exhibition she curated, taken from the Hidden Art Forum 2011: Making Sales

Jane Carr on the 'Handmade at Fortnum's' Exhibition she curated, taken from the Hidden Art Forum 2011: Making Sales

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Transcript

  • 1. The Creation of the Handmade Exhibition
    Jane Carr
  • 2. The Creation of Handmade
    Process
    Challenges
    Craftsmen & Curators
    Conclusions
  • 3. Fortnum & Mason
  • 4. Process timeline
    Nov
    May
    Oct
    Selection
    Branding
    PR
    Catalogue
    Logistics
    Event
    Closedown
    Opening Night
  • 5. Selection of Product & Craftsmen
    Existing database to draw on
    Visited events around the country
    Product had to fit F&M customer profile
    Product had to meet store criteria
    Craftsmen had to agree F&M terms
  • 6. Branding
  • 7. Press Releases
    Design notebook by David Nicholls
  • 8. Catalogue
    Long lead time
    60 craftsmen each providing
    Biographies
    Product shots
    Personal photographs
    Forward, written by Lucia Van der Post
  • 9.
  • 10. Catalogue
  • 11. Logistics
    Final selection and quantities of stock, confirmation from each craftsmen
    Delivery dates and instructions
    Unpacking, storing, data input – SKUs
    Over £600,000 worth of stock
    Training staff
  • 12. Logistics
  • 13. Event
    Overnight set up and merchandising
    Opening event for 400 people
    Breakfast events during the exhibition
    Exhibition extended
  • 14. Event
  • 15. Close Down
    Pack up overnight
    Logistics of returning stock
    Payments to craftsmen
    Collection of feedback
    Reporting
  • 16. Challenges
    First time for Fortnum’s
    Scale of undertaking
    Peak workload coincided with Christmas
    Limited marketing budget
    Significant sales expectations
    Breakages in packing and transport
  • 17. Craftsmen & Curators
    Participate in shows
    Be ready to respond
    Brief biography
    Photos of product
    Trade prices
    RRP
    Be flexible on terms
    Meet delivery date
    Provide information promptly
    Be part of it
  • 18. Conclusion
    It was a success
    Fortnum’s now sell some exhibitors’ products as stock items
    Craftsmen delighted with exposure and sales
    The first is always the hardest
    There is a real commercial opportunity for a city centre craft retail showcase
  • 19. SELLING through different outlets
    Ian RudgeClarion Events
    HIDDEN ART FORUM 2009
    HIDDEN ART FORUM 2009
    HIDDEN ART FORUM 2011