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The Creation of the Handmade Exhibition<br />Jane Carr<br />
The Creation of Handmade<br />Process<br />Challenges<br />Craftsmen & Curators<br />Conclusions<br />
Fortnum & Mason<br />
Process timeline<br />Nov<br />May<br />Oct<br />Selection<br />Branding<br />PR<br />Catalogue<br />Logistics<br />Event<...
Selection of Product & Craftsmen<br />Existing database to draw on<br />Visited events around the country <br />Product ha...
Branding<br />
Press Releases<br />Design notebook by David Nicholls<br />
Catalogue<br />Long lead time<br />60 craftsmen each providing<br />Biographies<br />Product shots<br />Personal photograp...
Catalogue<br />
Logistics<br />Final selection and quantities of stock, confirmation from each craftsmen<br />Delivery dates and instructi...
Logistics<br />
Event<br />Overnight set up and merchandising<br />Opening event for 400 people<br />Breakfast events during the exhibitio...
Event<br />
Close Down<br />Pack up overnight<br />Logistics of returning stock<br />Payments to craftsmen<br />Collection of feedback...
Challenges<br />First time for Fortnum’s <br />Scale of undertaking <br />Peak workload coincided with Christmas<br />Limi...
Craftsmen & Curators<br />Participate in shows<br />Be ready to respond <br />Brief biography<br />Photos of product<br />...
Conclusion<br />It was a success<br />Fortnum’s now sell some exhibitors’ products as stock items<br />Craftsmen delighted...
SELLING through different outlets<br />Ian RudgeClarion Events<br />HIDDEN ART FORUM 2009<br />HIDDEN ART FORUM 2009<br />...
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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

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

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

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