Clotheshow Live puts focus on a trendy city

Dress Up Day, a joint venture with Marketing Birmingham and the city’s Bull Ring and Mailbox precincts, was just one of a host of new initiatives at Clotheshow Live 2005.

Dress Up Day, a joint venture with Marketing Birmingham and the city’s Bull Ring and Mailbox precincts, was just one of a host of new initiatives at Clotheshow Live 2005. The event, on the opening Friday of Clotheshow Live 2005, was a bid by organiser Haymarket Exhibitions to turn “dress down Friday” on its head. Style scouts were sent into Birmingham to find well-dressed people and bring them to the show to appear on the catwalk. Event manager Alexis Brecker said: “This is the show’s 14th year in Birmingham and the city has become a trend-setting destination for fashion lovers. Dress Up Day was a fun way to highlight how cutting-edge Birmingham has become.” The six-day fashion and beauty show, which was sponsored by Nokia, attracted 180,000 visitors. A panel of experts directed and styled the main Nokia Fashion Theatre catwalk shows and the overall show marketing campaign. Designer Julien MacDonald, creative director William Baker and photographer Helena Christensen worked with Haymarket Exhibitions to produce an event that featured high-street brands revealing their spring collections, as well as a Chic Boutique section and a Battersea Vintage Fair. Meanwhile, Haymarket Exhibitions reported strong turnouts for its recent Best of Stuff/What Hi-Fi? Sound and Vision show, and its BBC Good Food Show. More than 130,000 visitors attended the Good Food Show at the NEC from 23-27 November in its first outing since breaking away from a joint venture with rival organiser Single Market Events. The ABC audit for gadget and hi-fi show Best of Stuff/What Hi-Fi? Sound and Vision at Novotel London West showed a 33% increase in visitor levels to 10,682. “It was a big success,” said marketing manager Rob Nathan.

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