AbstractsBusiness Management & Administration

Planning and implementation of Lumi Accessories’ Fashion Village concept for the World Design Capital Helsinki 2012

by Elli Halonen




Institution: HAAGA-HELIA ammattikorkeakoulu
Department:
Year: 2014
Record ID: 1131330
Full text PDF: http://www.theseus.fi/handle/10024/77084


Abstract

The Finnish fashion industry has never been among the biggest of Finnish exports, nor has it ever received great support compared to other industries. In the recent years many of the designers themselves and supporting parties have started to more actively bring awareness to the talent in this field. Finnish Design in particular has always been important and strongly supported, even though it is part of the fashion industry. It was a great idea to combine these two in the World Design Capital Helsinki 2012 and to have an opportunity to present Finn-ish designers to the world. This is why Lumi Accessories took up the challenge to create an event to introduce a number of designers and new brands. The main purpose of this procedural thesis was to spread the awareness of Finnish talent by organising a direct sales event to serve as large an audience as possible. Lumi wanted to offer a new concept that could potentially be reorganised later on a number of occasions. This thesis offers valuable information on how to organise such an event with minimal resources, how it works in practise and whether there is a demand for these types of events. The procedural part was executed between January and September 2012. The empirical part was conducted by using a qualitative research method that involved observation, gathering information during the planning and implementation processes and sending a feedback for-mat to all participants after the event. All data were analysed in September 2012. The theoretical part introduces the theories of event planning, branding and event market-ing, all of which all are needed to organise a successful event. The results section explains more in detail how the event affected the various brands and how actual customers respond-ed. The results of this thesis showed that there is a definite demand for events like Fashion Vil-lage in the field of fashion and among potential customers. The event supplied them with information on new designers and brands, making them more aware of Finnish talent. Cus-tomers also responded positively to the venue and concept of the whole event. The organiser was all in all pleased with the results and all feedback was taken into consideration for future reference.