Made to Measure SS/14
Tailoring event promotion & branding
Brands in Attendance: Billionaire, Brioni, Canali, Corneliani, Ermenegildo Zegna, Eton, Gucci, Isaia, Kiton, Mr Start, Richard James, Stefano Ricci, Tom Ford
Copy by Jamie Warburton
Made to Measure is a biannual event where tailors from the finest international menswear brands come to Harrods to offer exclusive services and products.
Traditionally, Made to Measure has been a fairly small, suits and shirts event. For SS/14 we moved the focus of the event from pure tailoring to tailoring trends, with the 13 attending brands aligned to key styles such as light-weight summer fabrics and patterned suiting.
I pitched a new identity for the event, along with a guidebook and increased production values; treating it like the bigger campaigns at Harrods. Customers received printed and digital invitations, a style-guide outlining the trends and departmental signage, plasma screens and cladding to welcome them when they arrived. Supporting assets for social media and harrods.com including were produced along with a mini-site.
The event was successful and saw Made to Measure grow from event to event over he next few years.