The Pre-Production Phase of an Event

The pre-production is the most extensive phase of the event production processes, and is essential in order to ensure the function is a success.

The fundamental aspects of the affair such as its type and everything related to it will be determined during this phase. 

The first thing you will receive as an Event Producer is a briefing that contains the preferences of the clients and what they want, as well at the goal of the event.

Once the entire team is familiar with this briefing, you will start your “first draft” of the celebration or ceremony, some of the first steps are:


-Contacting providers

-Finding venue options

-Recruiting Personnel

-Determining the first draft of  the budget

-Making drafts of the event’s program, to make an estimate of the timing, get familiar with  the use of spaces, etc. all according to the nature of the event, of course.

Should it be a programmed event, there are many factors that should be taken into account during this phase such as the philosophy of the event, the host and their role, and the protocol to be followed.

Learn in detail about this phase, and the other phases of Event Production by enrolling to our short course! 

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How to Deal with Clients as an Event Designer

Customer satisfaction is the first priority for the Event Designer, word of mouth and reviews are very important for clients when it comes to hiring this particular professional. 

The first step is to understand that the role of the Event Designer is to translate the client’s idea into a physical reality and design. So whilst you can unleash your creativity through designing events, the focus should always be to transform the vision of your client into something tangible.

For this reason, it’s important to be clear with certain aspects from the get-go, this would include:

-Your Competencies

The clients needs to have very clear what you are capable of, this will control expectations and ensure there are no disappointments or misunderstandings down the line.

-The Contract

You must have a contract that leaves your services well-defined under the client’s budget. 

-Flexibility and Assertiveness

Events always suffer last minute changes, they are expected, and design is also no different, it is a lot of feedback back and forth. For this reason you must be flexible, but at the same time this doesn’t mean following blindly the wants of the client, at the end of the day you are the expert professional so you must present your proposals with the confidence and assertiveness of such. 

-Setting Up a Calendar

This gives a clear timeline which reduces uncertainty between you and the client. 

In summary, it is all about managing expectations and keeping an honest and open communication with the client. Want to learn more in detail and from real-life anecdotes? Check out our Event Designer short course!

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Metrics to Measure the Success of a Marketing Campaign

Metrics are essential in order be able to evaluate the success of your campaign and how it can improve. There are a lot of ways in which you can measure success, below you can see a list of only some metrics. Before anything else however, make sure you set up a goal you can compare your results to (a SMART goal).

1- Organic Search Traffic

A large organic search will indicate that your brand is visible and known.

2-Referral Traffic

This is the amount of people who reach your website from other websites, blogs, social media accounts, it can show you the interest people have in your content. 

3-Session Duration

This can allow you to check if the content is appealing to the leads you are attracting to your website. If the session duration is low it can mean your leads are not in tune with your content and you may want to change your target.

4-Number of Followers

This is clear in social media, if your number of followers increases it means you are reaching interested people!

5-User Engagement

Shares, likes, comments, tags to other friends, are all measurements of campaign success!

6-Completing Actions

Actions are usually related to spending on your product. Conversion from campaign to action are the biggest measurement of success.

These are only very basic metrics and their meaning, if you would like to find out more enroll in our Marketing and Communications for Fashion and Luxury Brands Diploma Course.

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Key Providers for a Wedding Planner

A Wedding Planner is in charge of all the organization aspects of the wedding day. For this reason a good professional works with a series of providers that can give the best service possible under the budget assigned to the wedding. Although time-consuming, finding the providers and making a thorough evaluation is essential for the success of the event. The Wedding Planner must have a variety of options he or she can pick from depending on the needs of their clients. Below you can find a list of the main providers you must take into account when organizing a wedding. 




-Hairdressing Salon

-Make up artists

-Dress designers

-Suit designers/ suit rental business



-Furniture rental

-Music bands and DJs

-Programmers for web design 

-Flower shops and florists 

-Venue providers


As a tip, the Wedding Planner must absolutely make sure to be familiar with the work of each of its providers and their strengths and weaknesses! A good service depends on the knowledge of these aspects to provide the client with what they need, and to ensure the success of the event.

Want to find out more? Become an expert Wedding Planner, join our short course! 


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Hints to Creating the Perfect Wardrobe

One of the tasks of a Personal Shopper can be setting up a wardrobe for a client, this means selecting different outfits for a range of different occasions! It involves taking a look at the wardrobe of the client and then deciding what to keep, what not to keep, and what needs to be bought new. Here are some hints for setting up the perfect wardrobe!

First, the basics, you need undergarments! If you are a woman the job is finding the right size of brassiere, underwear in the right fabric (usually cotton), and stockings for different occasions. 

Second you need to determine which activities you engage in most (working, going out to dinner, working out, etc.), these are the main occasions you need an outfit for. Additionally if you live in a country with seasons you will need basics for such occasions for the different weather during the year. 

Generally you will need:

-A classic suit for all seasons

-A little black dress 


-High quality and comfortable shoes (at least one pair of low heels, a pair of high heels, one pair of flats, and a pair of sneakers)

-A winter jacket (with the cut according to your body shape)

-Complements (a handbag, scarves, etc,)

In general what changes according to the season are the complements, as well the fabrics of your clothing that adapt to hot or cold weather. 

Finally a really important part of the perfect wardrobe is order! Make sure you buy boxes and hangers to store all your clothes!

Want to know the details? Sign up to our Image Consultant and Personal Shopper short course, and learn all of the secrets from experts and practicing professionals.

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Innovation Trends in Fashion Retail

Innovation in fashion retail is mostly centered around two concepts, enhancing customer experience, and making processes more efficient. As technology keeps advancing at an exponential rate, and becomes less costly to implement in day-to-day activities, we are looking at an uncharted area that opens the floor for creativity in how to use this technology in a unique way that will engage the consumer.

The line is becoming more and more blurred between the digital and the real world, so we are looking at brands creating digital clothing for avatars, and clothing not available in real life; live commerce (a new version of TV buy-now channels), underlining that offering quality content matters; self-service, yesterday we talked about a very specific example with Zara and their new pick up service for online buyers on our Instagram that renders talking to the staff obsolete! The use of biometrics (a great example is the beauty industry with services that allow you to see  what a color would look like on your skin before buying) and Augmented Reality (AR) (an example worth noting are furniture stores that allow you to see how furniture would look in your house before purchase!) to personalize the shopping experience; and finally same-day deliveries. 

That is not to say that analogic experiences and values do not matter. We are looking at online-only stores creating physical spaces,  whether through pop-ups or actual flagships; brands creating communities and giving visibility to artists, either through actual displays in their stores or in their online channels; and finally the move to more ethical and eco-friendly practices! 

If you are considering a career path in retail, you must gain the mindset and skills to adapt to the new changes and understand how it will evolve next! Check out our International Retail Management Diploma Course!



Baron, Katie. “Retail Futures: 9 Trends, Strategies And Innovation Opportunities To Set 2020 Alight.” Forbes, Forbes Magazine, 6 Jan. 2020,

Johnson, Tara. “15 Innovative Retail Trends to Watch in 2020.” Tinuiti, 3 Mar. 


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Tips to Make the Best out of Online Learning

Studying online is a very convenient solution if you have a very tight schedule. It allows you to follow the best pace for yourself and for your day-to-day responsibilities. Nevertheless, online learning is not exactly the same as the education you might be accustomed to, here are some tips to make the best out of studying online!

1-Make a Routine!

Studying online is flexible, but you will still have to meet some deadlines, so it is essential you have a structured schedule that will allow you to fulfill academic and personal expectations. It is also important to not multitask and make a routine where you designate specific times for each task.

2-Designate a Place to Study

Having one place in your house, or picking one place where you will always go to study, will accentuate the routine you have created and signal your brain that it is time to concentrate!

3-Make a Study Plan and Tell People About It

Studying online is all about self-discipline and a good way to achieve your goals is to tell people what they are, this will make them remind you and encourage you to follow your plan! Make sure your plan includes personal deadlines, to-do lists, and ways to measure your progress.

4-Understand the Reality of Studying Online

Although you will connect with students worldwide, communication takes place on the screen, so you must be ready to face the specifics of this type of communication and learn how to effectively interact with others in this context and medium. Always participate in Online Discussions!

5-Have Reliable Internet Access and Equipment

Studying online will quickly become frustrating if you cannot access the materials or watch your classes properly, so having reliable access to the internet and a good computer to connect is very important. They are your main tools for class.

6-Make Use of the Tutor!

Ask for help when you need it! Tutors are there to help you out to achieve your goals! 

7-Revise Constantly

Having access to all of the materials and classes is a privilege, use it and revise lectures and notes when you get the chance!

8-Make Sure You Take Study Breaks

Breaks are super important to keep your brain working! Since you will not be attending a regular class you must administer these breaks yourself!

9-Stay Motivated!

Always keep the reason why you decided to take your courses in the first place. Have self-discipline but do not be too harsh on yourself, not every day can be 100% productive. Stay positive! Keep your goals in mind!

Take courses on your favorite topics 100% online! Check them out!

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What You Should Know Before Creating Your Own Brand

Starting your own brand is no easy task, an entrepreneurial project as such requires a lot of planning, and knowledge of the environment in which you are launching your products. There are also personal challenges involved that will require personal strength and growth. Take a look at this list of things you should know before embarking on this journey.

1- Turning Your Project Into a Full-time Career

Choosing to leave your steady job is a reality you must face when your brand starts to grow. Whilst at the start it might be feasible to manage both, the fact is that success means change, and you have to take a leap of faith once your company begins to succeed as it will require your full attention.


A great product does not ensure investors, you must be prepared to network as much as you can, and have many different plans as to where your initial funding for your new business will be coming from. 

3- Creating a Team

An especially difficult challenge if you have never been in a managing position. You must be aware of your needs, and above all trust your instincts as a great CV does not mean a good chemistry in a job environment. 

 4-Becoming a Leader

Being the founder of your own brand means to have the responsibility to have the long-term vision of the brand, and thus, all of the answers. This can even become a lonely position sometimes, because you become the main pillar in the company’s structure, and have to act as such. It also means you must be able to not crack under the uncertainty of the business world. Rule-making and decision-making will have to be a part of your role as a leader, and this also means being under the spotlight and not always in a good way, and you must be okay with that.

5- Creating a Community

When you start your own brand you must create a community of customers, you need to create brand loyalty. This also means choosing to nurture relationships with customers that do align with your brand values, and maybe not pay so much attention to those that are just trying to get the most they can out of the business. 

6-Facing Competitors

It is not always easy to see others selling similar products. You must have a creative mindset that will allow you to use the competition as a positive source for innovation. 

7- Staying Trendy

Nowadays, changes and consumer demand are in constant change, just because your product is unique and modern now, it doesn’t mean it will always be. You must stay in touch with the consumer, and the environment in the industry knowing how to adapt your brand to the new demands. 

Prepare yourself for all the challenges, and make your dream of having your own brand come true! Learn from practicing professionals and key industry leaders, check out our How to Create a Brand short course.

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What are the Different Kinds of Fashion Events?

There are different types of fashion events outside of the traditional and most obvious as are runways. Do you want to know what they are?

Product Launch

These events serve as an introduction to the new products offered by a company; it is the first time the public gets to see them. 

They usually take place way in advance of the release date in order to build up expectation and create momentum for the new product.

Runway Shows

A runway show is one of most entertaining ways to creating an experience for the fashion consumer, it captivates the audience and it is one of those events that breathe a fashion lifestyle. 

It allows viewers to see the movement of the different designs, and to see a complete creative vision of a brand.

Corporate Events

Corporate events are defined as any type of event, hospitality or social activity organized by a business entity. They can have different audiences such as employees, current or potential clients, and stakeholders.

The purposes of these types of events vary, they can be to provide a vision of branding, celebrate people or special occasions such as anniversaries, or reward individuals.

Press Events

Sometime some events are organized exclusively for the press relevant to your brand in order to present a product. These can be cocktails, brunches, or any type of event, the main purpose is for the press to learn the details of the new product so that they can spread the news about it!

Fashion Trade Shows

A trade show is “an exhibition for companies in a specific industry to showcase and demonstrate their new products and services”. Most of them are not open to the public and there is only brand representatives and press present. 

For fashion designers, this is a place where they can show their newest designs to potential clients and retailers. 

Would you like to work in the organization of any events of this type? Check out our Event Production short course.

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What is Event Design?

Event design is “the process of creating a vision for an event and then designing all of the visual details to transform [a] space and tie it all together”. In other words, an Event Designer focuses on the aesthetic details of an event in order to create a mood or an atmosphere, this includes: centerpieces, use of the venue space,  color palette for the event, invitations, decorations, in all, all visual elements.

An Event Designer must have the creativity to envision the best way to transmit what the client wants with their event, be it a brand or a theme. In other words, the Event Designer brings a vision to reality. Why is this important? Experiences are key for businesses to thrive today, and expectations are high in personal celebrations; the design of the space for social gatherings is a very important factor to create the right atmosphere to engage attendees, which is the ultimate goal of any event.

If this sounds like an interesting career path for you, check out our event designer short course!

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