Fresh look and marketing materials hailed for reviving Fair in 2014.
The 34th Goldsmiths’ Fair attracted 9% more visitors to the Goldsmiths’ Hall in September compared to 2013, with the Goldsmiths’ Company citing the fresh look and updated marketing strategy as the reasons for the increase in footfall.
The event attracted nearly 10,000 visitors over the course of two-weeks, with exhibitors highlighting a 3% uplift in sales overall.
Earlier this year the Goldsmiths’ Fair overhauled its image with a brand new look, marketing personality and management team designed to modernise the showcase.
170 designer-makers and silversmiths took part in the event, including 34 first-time exhibitors and 10 graduate designers. According to The Goldsmiths’ Company’s head of marketing and communication David Mills, this was “the highest number of first-time exhibitors since the Fair went to two weeks in 2007, so that gives you a sense of our effort to reach out and freshen the pool a bit.”
Mills also revealed that a high proportion of visitors have “come at least ten times before,” highlighting the cult status of the event among its loyal followers.
Mills told Professional Jeweller: “The majority of our clientele are women over 40 but this year we saw a marked increase in younger clients and more men than ever. Our strategy is to retain our loyal client base while also reaching out to younger design-conscious audiences.”
The success of the 2014 Goldsmiths’ Fair has been linked to its revamped brand image, talks programme and the 2-for-1 deals offered to those working in the EC postcode surrounding the Goldsmiths’ Hall.
Mills also points to the success of inaugural Thursday late night opening session, which made “an immediate impact” and will be developed further in 2015.