Marketing the First Annual

Fashion Fiber Festival

Fashion Fiber Festival

in East Lansing:

Campaign Objectives:

The festival was put on by Seams and Woven arts as the core seed of the emergent East Lansing Textile District.

This was the launch of the first annual Fashion Fiber Festival in East Lansing.  The goal of the festival is to celebrate the diversity of fiber artists in Mid-Michigan as well as to educate the public about the value and importance of local fashion to regional sustainability and economics.

In a very real sense we wanted to explore the notion that we can make our own clothes and that we don’t have to be dependant on long and ethically fraught supply chains. 

Our objective was to launch the inaugural festival, reaching out to both stores’ customer bases and expanding our reach into the target demographics in three main categories: MSU students interested in fiber arts and design,  experienced sewists looking to connect with their community and non-sewers interested in learning more about how to create their own fashions.

Timeline from Conception to Launch:

We only had 7 weeks from the initial meeting to the festival’s launch. 

marketing campaign: infographic showing the timeline of the campaign launch
marketing campaign: infographic showing the timeline of the campaign launch

Brand Ideation for the Fashion Fiber Festival:

The goal was to create a brand image for the Fashion Fiber Festival that would represent the handmade quality of the event, with hand-drawn elements.

The Rough Drafts:

The Final Version:

Marketing campaign: social media graphic
Marketing campaign: print flyer

Social Media, Print, and Web Rollout:

  • Social media was a huge component of the marketing campaign.  We started the social media rollout on September 15th, a month before the event and slightly more than halfway through the entire process. Facebook and Instagram were the primary platforms, targeted at women 35-44 in the Mid-Michigan area.
  • Print marketing was done through flyering, distributed to all the vendors, as well as to interested design students and other local businesses.
  • The website was updated with the event flyer and dates. We had hoped to do a landing page specifically for the event, but budget and time limits pushed that to be a goal for next year. 
Marketing campaign: social media graphics

The Results:

Revenue

Brought in over $2,000 dollars worth of revenue to Seams on the day of the festival

Reach

The Facebook event reached 16,591 people

Attendees

Over 200 people attended the first annual event

Views

Facebook reach was up 234% that month

Demos

Had 6 demos over the course of the day long event

Vendors

16 local vendors represented the Mid-Michigan fiber arts community.

  • Brought in over $2,000 dollars worth of revenue to Seams on the day of the festival
  • The Facebook event reached 16,591 people
  • Over 200 people attended the first annual event
  • Facebook reach was up 234% that month
  • Had 6 demos over the course of the day
  • 16 local vendors represented the Mid-Michigan fiber arts community
  • Live Music from Color Me Music: Alliance for Students of Color
  • Community partners: Community Darkroom 517, Lansing Maker Network, Odd Nodd Art Supply and the PRINT CLUB! Of Lansing, The City of East Lansing and the Downtown East Lansing placemaking crew
  • News articles in The Spartan News Room & East Lansing Info
Marketing campaign: collateral material

Client Feedback:

From Facebook: "I'm still processing the amazingness that happened last weekend at our first Fashion Fiber Festival."

Jessy Gregg, Owner of Seams

Vendor Feedback:

From Instagram: "Had a wonderful time at the Fashion Fiber Festival! 🥰 Thank you to @seamsfabric and @wovenartshop for putting together a great show. I didn't take photos, but I'm sure @downtowneastlansing did. And I was interviewed by the @statenews! 🙌🏾"

Purl You Crazy
Marketing campaign: collateral material

Participant Feedback:

From Instagram: "Beat my #rhinebeckfomo by spending a great #sweaterweather afternoon at the East Lansing #fashionfiberfestival . Thank you to @wovenartshop and @seamsfabric for organizing a great event that let me see in person many fiber friends and fill my bag up with amazing naturally dyed yarn and other wonderful fiber goods! #eastlansingtextiledistrict"

@sloantn

My Takeaways

My Takeaways

From the Marketing Campaign:

We all agreed it was a success by every measure, and it was also a bit chaotic. With a seven week countdown from the very first idea to the launched event, we all had to balance needs, think quickly and constantly adjust to the evolving realities.

We built so much momentum for the next annual Fashion Fiber Fest. All stakeholders’ feedback was positive. Vendors and demo groups expressed interest in coming again. We succeeded in our goals for a diverse, sustainable festival that showcased new vision for Mid-Michigan textiles and fashion. 

Opportunities for Improvement:

Engagement

Getting more engagement from our branded hashtags, including utilizing the idea of the “Virtual Fashion Show” more effectively.

Press Release

Roll out the press release sooner and with more detail already finalized.

Landing Page

A landing page with associated QR code with schedule, vendors, map, and other pertinent information.  

Thank you!