Top Drawer to help indies create unique brand stories

Top Drawer organiser Clarion has unveiled new plans to help retailers create their own unique brand stories during its January 2018 edition. The trade show, which encompasses dynamic worlds of Home, Gift, Fashion and Craft, will seek to inspire visitors by providing access to the latest trends and an expertly curated selection of over 1,500 design-led lifestyle brands.

“Brand identity is increasingly important so a differentiated offer with clear brand values is vital for retailers,” says event director Alejandra Campos. “The store concept, the brand – these are the stories you tell the world hoping to create resonance with customers and generate a desire to associate with your brand.”

She adds: “Gone are the days when retailers simply stocked products. Now stores – online and physical – are lifestyle partners, entities with which consumers can build relationships. Creating an in-store experience that reflects your brand identity and brings it to life are significant steps in telling your story and enabling customers to connect with it, to live it.”

The SS18 edition, held during 14-16 January, will bring thousands of new, original and commercially appealing design-led products to Olympia London. Showcasing new talent as well as leading brands, the show will provide unique access to the season’s hottest new products – giving buyers the ultimate choice for a successful new season.

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