The Sunglass Hut expo/ trade fair takes place once a year at the Sandton City Fountain Court- the biggest promotions court in the Sandton City shopping mall.
I have been co-ordinating the event for the past 3 years and this year the aim is to turn the Sunglass Expo into the fashion week of sunglasses by creating "The Sunglass Hut Experience"
The expo takes place for one week and normally generates a whopping turnover of more than 500k!
One would think that because the event is repeated annually, planning and execution becomes easier… unfortunately it doesn't.
Concept, design and layout is the beginning and possibly the easiest step, executing and reaching expectations is however the hardest!
The objective this year was to create the ultimate Sunglass Hut shopping experience, taking previous expos and creating an even bigger impact.
My plans were in place and everything just had to go as per schedule from here on.
A major challenge or obstacle about setting up an expo in a mall is that exhibitions are rotated on a weekly basis, which means that the exhibitor before you has to complete their break down by the time you need to set up, this however did not happen.
The Sunglass Hut set- up was delayed by 3 hours as previous exhibitors delayed their breakdown… and unfortunately no- one cares, a deadline is a deadline… And yes, I managed to pull it off, an extra team of workmen were called to sight and by 9am I was able to continue with step 2- product display and merchandising, our product and operations teams starts to unpack, by midday on October 27- the Sunglass Hut Experience was looking fantastic and was ready for trade.
Step 2 however was not the end of my job, Step 3 involved a media launch! The launch was planned for the evening of the first day of trade, the objective was to invite key Jhb fashion editors, introduce them to our brand and treat them to a Sunglass Hut Experience- will everyone pitch? You will never know in advance… but this time they did!!!
The official launch started at 18h00, guests were required to sign in with the hostesses at which point every media representative was given a R2500 Sunglass Hut Gift card which allowed them to "Put them… And take them home"
All fashion editors were allocated an experienced Sunglass Hut sunglass expert, who assisted them in finding their perfect match.
Editors interacted with our brand, learnt about our product, experienced shopping with Sunglass Hut and were delighted with their sunglasses purchase.
Another attraction was the launch of a specific pair of Oakley sunglasses- made of aluminum, part of an elite range- the sunglass retails @ R18 000!!
Only 2 pairs are being released in South Africa and the first and only pair thus far is on auction at the Sunglass Hut Experience in Sandton City.
Snacks were served, guests were blown away and everyone was happy. MISSION ACCOMPLISHED!
The next few days are all about sales, the expo looks the part and my work is done! Good Luck to the sales team for the rest of the expo.
Sunglass Hut once again, came out tops! Jaws dropped as the Sunglass Hut scene kicked off… Needless to say- the Hot Sunglass Hut Summer sunglass range on Hot models wearing HOT Sunglass Hut bikinis- “I love the sunglasses, but would love the bikini to go with it!’ said a voice in the crowd- seems Sunglass Hut should consider manufacturing bikinis too! ;-)
