There's one thing that never goes out of fashion, and that is great food. Eggwhites has had the pleasure of working with many fashion, beauty and home brands as retail catering in Miami has become an integral part of the shopping experience. More and more retailers are hosting experiential in-store events as consumers seek out experience-driven interactions when making purchasing decisions.
Whether it is a fashion show, the launch of a new collection, or the opening of a retail store, greeting customers with a cocktail or small bite communicates a welcoming feeling. People tend to linger, shop a little longer and their guard comes down.
A BIKINI A DAY x GUESS LINCOLN ROAD STORE EVENT
Even with the massive growth of e-commerce, consumers still enjoy shopping in a brick-and-mortar store as a social activity.
Retailers are getting more and more inventive with in-store events because they create a lasting impression and an emotional connection with customers.
This connection alone gives customers a reason to return.
GUESS introduced its highly anticipated capsule collaboration with Natasha Oakley and Devin Brugman, the designers of the A BIKINI A DAY x GUESS Swim Summer '17 Collection. In May, Tasha and Dev set off on an international VIP Launch Tour to visit GUESS stores and meet some of the 500,000 bikini-obsessed fans who follow their A BIKINI A DAY web page.
VIP guests had the opportunity to take pictures with and get autographs from the A BIKINI A DAY celebrities, win amazing merchandise giveaways and enjoy craft cocktails and clean, mindful cuisine. We got creative with the pineapple theme, serving pineapple mojitos in coconuts and pineapple cake pops which were hand painted and topped with a small sprig of rosemary to resemble a pineapple!
Green Screen Miami brought their social photo booth and very cool new GLOpod. Guests had the ability to create fun gifs and go social at the event. Guests were also able to personalize custom embroidered Turkish towels to take home with them. Spirits were high, smiles were big and the vibe was electric as guests shopped the fantastic GUESS collection of clothing, swimwear and more.
The A BIKINI A DAY x GUESS collaboration was inspired by vintage GUESS Swim from the 80s and 90s. The iconic campaigns relay a powerful message that women are confident, sexy and should always feel empowered.
The designing duo created a swimsuit line that captures a sexy, timeless spirit. "We feel as though a bikini is more than just a swimsuit to wear at the beach, the bikini embodies a lifestyle of freedom, travel, expressionism and relaxation."
Intersection of Food and Fashion
It is no surprise that the intersection of food and fashion has been on the rise. Food, like fashion, is driven by trends and seasonality (with the occasional sprinkle of hype). Followers of fashion tend to be captivated by beauty, quality and craftsmanship. Therefore it is a natural extension to be obsessed with amazing food. The fashion world cares about the sources and quality of food. This is especially important to us here at Eggwhites Catering!
Food and fashion influence and percolate through society in similar ways. Social activity, particularly with women, is now planned around a meal rather than retail shopping. We are all so busy and plugged in 24/7 that a meal is the only time some people have a chance to connect face to face! We crave community right now, and there is no better way to connect than over food.
It is increasingly apparent that the relationship between food and fashion is far from a brief flirtation. It is one of lasting romance rooted in history and passion.
Food is the new black!
Ann Jones writes for Eggwhites Special Event Catering, a Miami-based luxury catering company.