The event is set to attract hundreds of thousands of shoppers from across the north west, says Shortlist Media.
intu has joined forces with Shortlist Media to run Stylist Live’s first event outside of London. The two-day event on Saturday 8 and Sunday 9 September will take place throughout intu Trafford Centre and include a line-up of catwalk shows featuring the latest fashion trends from intu’s retailers, sessions with “influential speakers and unique shopping experiences from an eclectic mix of pop-up boutiques”.
Across the weekend, say the organisers, as many as 350,000 visitors to the centre will have the opportunity to engage with the Stylist brand in a live setting, as the pages of the magazine are brought to life through partnerships with brands including Pandora, Gordons, Pixi Beauty, Dermalogica and Nakd. The event forms part of intu’s on-going programme of innovative and immersive experiences.
The partnership between intu and Shortlist Media follows ambitious plans to further uplift Shortlist Media’s events activity and continued drive to increase content partnerships.
Last year, the company held its third Stylist Live, which saw 20,799 attendees, a 41.5% increase from last year, attend Olympia London across three days for masterclasses, catwalk shows, beauty treatments and exclusive shopping experiences curated with 200 brands including Google, Remington, Pixi, Benefit and Kikki.K.
Sophie Robinson, Chief Marketing Officer at Shortlist Media said: “Following the phenomenal success of Stylist Live 2017, where we saw a 41.5% increase in attendees, we knew the appetite was there from consumers not based in London to experience our events. Shortly after last year’s event, we began discussions with partners who would work with us in taking this event to cities outside of London and are really excited to be joining forces with intu to launch our first ever regional Festival of Inspiration at the brilliant intu Trafford Centre. Our 21,000 visitors to Olympia create such a buzz, so we can’t wait to host the event for 350,000!”
Roger Binks, customer experience director at intu, said: “intu Trafford Centre attracts some of the most stylish and fashion-conscious shoppers in the UK, making it the perfect destination for Stylist Live’s first event outside London. intu's nationwide portfolio of many of the UK’s best and well-known shopping destinations means we’re well-placed to help brands expand outside London for the first time and it’s great fun working with the team at Shortlist Media to make our exciting plans a reality. Our customers know their fashion, love the centre and have high expectations for the events we run, so we know that we can create something very special and truly memorable for them at intu Trafford Centre.”
Mariam Ahmed, Events Director at Shortlist Media said: “As a Mancunian by birth, I am delighted that we’re expanding into Manchester in our first major foray into regional events. We successfully run 30 other events in addition to Stylist Live and the response we have had to small number we’ve run outside London have been phenomenal. Everyone is incredibly excited to create something unique and we look forward to bringing the brand to life in collaboration with Intu. We hope it will be the first brand extension of many.”
The event will take place from 8 September to 9 September. It will be supported by a joint marketing campaign to promote and drive footfall to the show, include print, radio, online, OOH and social media pushes, to attract audiences from across the north west region.