Despite freezing temperatures and even three inches of snow, the massive success of Style in the City has helped reinforce Birmingham’s place as one of the UK’s fashion capitals.
The showpiece event took over the entire city centre and attracted nearly 10,000 budding fashionistas – with one travelling all the way from Australia – and an impressive array of A-list celebrities, including Kelly Osbourne, Trinny and Susannah, and This Morning’s fashion guru John Scott.
A host of events staged at malls, stores and purpose-built boutique shopping areas over three days proved a resounding hit and confirmed why Birmingham is now considered to be one of the most fashionable cities in the UK.
Hosted by Retail Birmingham, the style extravaganza saw a giant theatre dominate Centenary Square where five sell-out catwalk shows a day were hosted by international star Kelly Osbourne, while TV favourite dynamic duo Trinny and Susannah presented their first ever Style Academy in St Martin’s Square, with four daily shows and not a spare seat to be found.
“The event even attracted international visitors, with a competition winner travelling all the way from Australia with 24 hours notice to meet her idols Trinny and Susannah,” explained Nigel Godfrey, Retail Birmingham Business Manager. “Ange Stevens has been following the style gurus for years and couldn’t miss the opportunity to meet them in the flesh, even though she had to give up her job and pay for her own flights to be here.”
“We’re thrilled that so many people came from so far a field to experience Style in the City, to meet some of their favourite celebrities, see top designers showcasing their collections on the catwalk and to receive style tips from experts. For many, it was their first visit to Birmingham and we heard a lot comment that they will extend their stay next year as there is so much to see and do here.“
Retailers including Harvey Nichols, Selfridges, House of Fraser, Disorder, Puma, Limeys, Adidas, Joy, The Mailbox and Bullring staged their own fashion-focussed events, with many stores reporting sales increases of as much as 100 per cent.
The Pavilions was transformed into Oasis - a haven of pampering, where 10,000 fingernails were manicured, 1,000 women had their hair styled by Toni & Guy and the same number received makeovers from MAC and consultations from sk:n.
In the Centenary Square exhibition area, tens of thousands of Chambord champagne cocktails were given out and low fat ice-cream producer Skinny Cow gave away more than 8,000 free frozen treats to visitors over the three days, while more than 1,000 people entered the Littlewoodsdirect.com model search as part of the Trinny and Susannah Style Academy.
The presence of top designers Betty Jackson and Osman Yousefzada as well as Vogue editor Emily Zak at Selfridges, along with entertainment from a Cirque du Soleil style aerial trapeze act helped to tot up 3,000 canapes, 2,000 cocktails, 500 free makeovers, 100 free blow-drys and 150 style lunches in just one store.
Complimentary executive coaches transported visitors around the city to ensure everyone got the most out of their style experience, and Jaguar ran a chauffer service for Platinum Pass holders.
“Retail Birmingham and Marketing Birmingham worked closely with Brand Events to stage the show and the city really did itself proud,” said Nigel. “Our aim is to keep Birmingham firmly on the style map and with 1,000 shops to choose from, shopping centres, designer stores, high street brands, elegant Victorian shopping arcades and 100 individual shops, there’s plenty to shout about, and after this weekend almost 10,000 more people know that too.”
Kevin Breese, general manager of Harvey Nichols, one of the event's key partners, said: "Style in the City has proved that Birmingham is undoubtedly one of the UK leaders when it comes to retail. With so many stores and key partners working together we have proved that this city can hold such a massive event - and make a real success of it, putting us at the very forefront of fashion.
"The mix of activities across the board was quite staggering, from independent retailers showing off their often unique clothes to high end stores like Harvey Nichols showcasing the very latest from the world's most famous designers. Everyone I spoke to across the three days was thoroughly impressed by not only the grand scale of this event but also the professionalism across the board."
Style in the City will become an annual event and following the success of the weekend looks set to grow year on year.
For more information please contact:
Charlotte Beeching at Marketing Birmingham
Tel: 0121 202 5143
Email us.
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