American Marketer


Fortnum & Mason adds the finishing touches

May 26, 2015

Facade of Fortnum & Mason Facade of Fortnum & Mason


British department store Fortnum & Mason is prepping for special occasions this summer with a weeklong event for consumers.

Guests will be able to finalize the finishing touches with millinery experts, jewelry advisors and accessory consultants in-store. As the weather becomes nicer consumers are attending more events and have a higher need for assistance in finalizing outfits, but may be unaware of the help Fortnum & Mason can offer.

The finishing touches
On the second floor of the Piccadilly store, consultants will be available for consumers. These individuals include milliners, jewelry consultants and accessory associates.

Consultations will be able to be scheduled or guests can come to presentations by Fortnum & Mason’s in-house milliner. Also Phillip Treacy, an Irish hat designer who is based in London, will hold a Champagne discussion with guests.

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Images from the event's page

Wedding season and the summer itself call for many outfits. When brands assist consumers in the planning and finalizing for these occasions, it both eases the stress and creates a personal relationship.

For instance, jeweler Tiffany & Co. reached out to readers of New York magazine’s The Cut with a promoted post about wedding planning.

The sponsored article featured celebrity party planner Bronson van Wyck’s suggestions for nuptial celebrations, for which he used Tiffany engagement rings for inspiration. Native advertising enables a brand to speak to consumers through engaging content that can be both entertaining and educational (see story).