Photo courtesy: Fashionista Events
Attention Brisbane fashionistas
If your idea of a sale is getting there before everyone else, being pampered while you shop, and breaking all the rules of lining up, then the "pop-up" sales were created just for you!
The pop-up sale is a major trend in designer fashion. Founder and director of Fashionista Events, Natalie D'Alessandro, is no stranger to these types of events.
"A pop-up sale exists in a space for a very limited time," says Miss D'Alessandro. "Usually the venue is hired out especially for that event, and customers won't find the same items on sale before or after the event has finished.
"You usually have to be personally invited to the event, so it's not like going to a department store sale where it's advertised in every newspaper you pick up," she says.
What's interesting about pop-up sales is the way they are promoted. A lot of the time you just won't know about the sale unless you're on the list to get the updates. Quite often an email sent out to a select database will be the only way designers will promote their sale events.
Pop-up sale venues can vary from disused inner-city warehouses and designer showrooms usually off-limits to the public to venues like City Hall and the RNA showgrounds.
Fashionista Events has promoted literally hundreds of pop-up sales in Brisbane, including Ksubi at a disused inner-city warehouse, Nat-Sui at their usually private design showroom, Herringbone at Brisbane City Hall and Sass & Bide at the RNA showgrounds.
"I love pop-up designer sales, because you just never know where they will be or when they will be called. And they're usually the best place to get fabulous fashion at even more fabulous prices," says Miss D'Alessandro. "We let our Fashionista Events subscribers know of the hottest sales around every week through our e-newsletter."
Fashionista Events sends weekly updates nationally, including to more than 30,000 subscribers in Brisbane, via their e-newsletter, Sequins of Events. Keen fashion lovers have been getting all the inside designer dirt on when the designer fashion sales happen from the Sequins of Events e-newsletters since November 2003.
"Sometimes designers tell us the day before the sale starts and we've got to get that information out quickly to our subscribers," says Miss D'Alessandro.
"It's an exciting job! I love telling people about where the best sales in town are," she says. "We also invite our subscribers to special one-off events, including VIP nights and fashion parades."
Subscribing to the free Sequins of Events e-newsletter is a great way to meet the fashion-minded community in Brisbane and to keep up to date on all the best fashion events in town. Just visit the Fashionista Events website and sign up. It's easy!
