Jane Carr on the 'Handmade at Fortnum's' Exhibition she curated, from the Hidden Art Forum 2011
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Jane Carr on the 'Handmade at Fortnum's' Exhibition she curated, taken from the Hidden Art Forum 2011: Making Sales
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Jane Carr on the 'Handmade at Fortnum's' Exhibition she curated, from the Hidden Art Forum 2011
- 1. The Creation of the Handmade Exhibition Jane Carr
- 2. The Creation of Handmade Process Challenges Craftsmen & Curators Conclusions
- 4. Process timeline Nov May Oct Selection Branding PR Catalogue Logistics Event Closedown Opening Night
- 5. Selection of Product & Craftsmen Existing database to draw on Visited events around the country Product had to fit F&M customer profile Product had to meet store criteria Craftsmen had to agree F&M terms
- 6. Branding
- 7. Press Releases Design notebook by David Nicholls
- 8. Catalogue Long lead time 60 craftsmen each providing Biographies Product shots Personal photographs Forward, written by Lucia Van der Post
- 10. Catalogue
- 11. Logistics Final selection and quantities of stock, confirmation from each craftsmen Delivery dates and instructions Unpacking, storing, data input – SKUs Over £600,000 worth of stock Training staff
- 12. Logistics
- 13. Event Overnight set up and merchandising Opening event for 400 people Breakfast events during the exhibition Exhibition extended
- 14. Event
- 15. Close Down Pack up overnight Logistics of returning stock Payments to craftsmen Collection of feedback Reporting
- 16. Challenges First time for Fortnum’s Scale of undertaking Peak workload coincided with Christmas Limited marketing budget Significant sales expectations Breakages in packing and transport
- 17. Craftsmen & Curators Participate in shows Be ready to respond Brief biography Photos of product Trade prices RRP Be flexible on terms Meet delivery date Provide information promptly Be part of it
- 18. Conclusion It was a success Fortnum’s now sell some exhibitors’ products as stock items Craftsmen delighted with exposure and sales The first is always the hardest There is a real commercial opportunity for a city centre craft retail showcase
- 19. SELLING through different outlets Ian RudgeClarion Events HIDDEN ART FORUM 2009 HIDDEN ART FORUM 2009 HIDDEN ART FORUM 2011