FASHIONIST RESULTS REPORT

FASHIONIST
EVENING GOWNS, WEDDING DRESSES AND SUITS FAIR 2014
RESULTS REPORT
Dear Valued Industry Professional
We held the second Fashionist Evening Gowns, Wedding Dresses and
Suits Fair at Istanbul Congress Center and Lutfi Kirdar International
Convention & Exhibition Center between November 21-23, 2014,
accommodating industry professionals from 72 countries. An indication
that the fair’s success in its initial year will continue to progressively
increase.
This report aims to present the evaluation results of the questionnaire,
which was held with the exhibitors during the Fashionist Evening Gowns,
Wedding Dresses and Suits Fair, as well as the written and visual media
news coverage on the fair, to the exhibitor companies.
Moreover, it intends to identify the visitor profile and the overall
evaluation of the exhibitor companies in order to benefit from these
results and opinions for future fairs.
We look forward to meeting again next year.
Yours sincerely,
FASHIONIST 2014 IN NUMBERS

Istanbul Congress Center and Lutfi Kirdar Halls where the the fair was
held, had total area of 25,000 m2.

The fair had 115 exhibitor companies including designers.

10 designers took part at the Designer Lounge created for designers.

16 international exhibitors attended the fair.

The fair was visited by 19,700 people within a period of three days.

61% of the visitors were from abroad.

During the fair, 392 people were accommodated in three hotels by
Patika Fair Organization.

15 publishing groups have taken part during the fair.

3 designer fashion shows and 4 company fashion shows were ran during
the fair.
During these fashion shows;




800 people watched the Gala Fashion Show organized with Ezra+ Tuba.
40-meter U-shaped catwalk was constructed at Lutfi Kirdar.
300 people worked on site for the production of the shows.
All shows were attended by approximately 5000 viewers.
ADVERTISING WORK FOR THE FAIR
 Fair Visits
During visits to international fairs that have been continuing successfully across
the world, Fashionist was introduced to exhibitors through meetings and to
visitors through promotion. The Patika team visited the Barcelona Bridal Week,
Si Sposa Milano, Interbride Düsseldorf, Who’s Next Paris, and The Harrogate
Bridal Show UK fairs. The IstMagazine and fair invitations were distributed at
these fairs.
 Magazine Ads & Advertorials
Ads and advertorials were published in the Middle East’s important
publications such as Azyaa ModeHaute Couture, AzyaaMode Wedding,
Lamasat Wedding, Lamasat FashionHaute Couture, Snob, and Modably
starting immediately after FashionIst 2013 and continuing until the fair
dates. Ads were also ran in Book Moda Haute Couture, Book Moda Sposa,
Collezioni Haute Couture and Sposa, Rendez Vous De La Mode, and Modem
Europa, which are publications that target European professionals. Ads and
advertorials were published in 10 local publications which are closely
followed by industry professionals. Until the fair, 49 national and 14
international ads and numerous advertorials were published.
 Field Work
Within the scope of the field work, 350 boutiques have been contacted in Iran’s
cities, which have demonstrated increased potential lately, including Tehran,
Tabriz, Mashhad, Isfahan, Shiraz, Orumieh, Rasht, and Salmas. Significant
buyers were accommodated in 5-star hotels in Istanbul.
Throughout the field work conducted in Tunisia, 150 boutiques were contacted
one-on-one and significant buyers were hosted in Turkey.
During the field work conducted in Baku, Azerbaijan, 50 boutiques were
contacted.
100 boutiques were contacted during the field work conducted in Dubai,
Ajman, Al- Sharjah and invitations were distributed.
Outdoor ads were published in Lebanon and invitations were distributed.
In Laleli, Istanbul, kiosks were set up in 19 hotels and Fashionist was advertised
on LED screens for three months.
 Outdoor Work
MEGALIGHT
During the IFF Wedding Fair week, promotion areas on the Izmir Adnan
Menderes Airport exit route, which were frequented by national and
international visitors, were used. Additionally, megalights and LED ad spaces at
the entrance of Istanbul Ataturk Airport were used starting from October until
the end of the fair.
POSTERS
One month prior to the fair, posters were hung in Osmanbey Streets at 12
locations.
ON BRIDGES AND POLES
Six bridges and 75 electric poles were used for advertising at different locations
around Istanbul.
SHOPPING MALLS
In Jeddah, Saudi Arabia, advertising was used within Al Basha and Al Yamama
Shopping Malls.
 Fashionist special publication “ISTmagazine”
ISTANBUL FASHION CULTURE ART MAGAZINE “Istmagazine” supports the fair in
both national and international arenas. 7000 copies were distributed to
national and international industry professionals. 4000 magazines were
distributed at international fairs and the rest was mailed to the fair database.
The third issue of the magazine will be available to readers in February 2015.
 Social Media
The official web site of the fair, www.fashionist.com.tr, was online with its new
design following the fair. It is available to visitors in Turkish, English, Russian,
and Arabic languages.
Furthermore, thousands of followers are updated on the fair through its
Facebook and Twitter pages. Our Facebook page has over 100,000 followers.
 E-bulletins
In order to inform local industry professionals and visitor candidates from
abroad, regular e-mails were sent to over 10,000 addresses thanks to our
contract with Euro Message.
 Invitations
80,000 fair invitations were printed in Turkish, English, Arabic, and Persian
languages and they were distributed domestically and abroad throughout the
year.
 Window Ads
Free-standing boards were produced to be placed at the windows of all fair
exhibitor companies and were sent to them with the invitations.

Newspaper Ad
The fair ad was published in Hürriyet Newspaper on November 18, 2014.
 Pr Work
Two separate PR firms were contracted for the PR work. We collaborated
with Ceyda Seçkin PR for TV and magazines and with Maya Communications
for newspapers.
NEWS PUBLISHED ON MEDIA
 TV News
Preceding and following the fair, Fashionist appeared on 21 news spots on 360
TV, ATV, Beyaz TV, Bloomberg, CNN Türk, Kanal D, NTV, Show TV, Star and TRT
1 with a total air time of 2 hours 13 min 13 sec.
Broadcast Date
03.11.2014
Name of Channel
CNN TÜRK
Name of Program
DÜNYANIN 1001 HALİ
Broadcast Date
16:05:50
08.11.2014
CNN TÜRK
NEWS
12:58:15
11.11.2014
ATV
PRIME NEWS
19:41:18
17.11.2014
BLOOMBERG
PRIME NEWS
19:38:25
21.11.2014
BEYAZ TV
PRIME NEWS
20:25:58
22.11.2014
BEYAZ TV
PRIME NEWS
02:38:19
22.11.2014
BEYAZ TV
PRIME NEWS
07:14:04
22.11.2014
SHOW TV
CUMARTESİ SÜRPRİZİ
11:37:54
23.11.2014
SHOW TV
CUMARTESİ SÜRPRİZİ
05:44:47
23.11.2014
SHOW TV
PAZAR SÜRPRİZİ
12:06:38
23.11.2014
360
NEWS
13:09:10
23.11.2014
STAR
PRIME NEWS
18:57:06
23.11.2014
STAR
STAR LIFE
19:28:49
24.11.2014
SHOW TV
PAZAR SÜRPRİZİ
03:46:19
24.11.2014
STAR
BUGÜN
08:32:11
24.11.2014
ATV
5 DAKİKA
18:48:30
24.11.2014
SHOW TV
HEYCANLI
22:57:50
26.11.2014
TRT 1
İYİ FİKİR
10:56:54
26.11.2014
NTV
GECE GÜNDÜZ
18:37:51
29.11.2014
KANAL D
MAGAZİN D
09:41:33
29.11.2014
SHOW TV
CUMARTESİ SÜRPRİZİ
12:14:14

Newspaper and Magazine News
Fashionist appeared in 72 different news reports on 42 print publications.
The reports were viewed by 4,332,119 people considering the total
circulation of the newspapers and magazines.

Internet News
The Fashionist Fair appeared in 121 different news posts on the internet.
EXHIBITOR STATISTIC
WERE YOU SATISFIED WITH THE FAIR?
35%
YES
64%
1%
NO
PARTIALLY
ARE YOU CONSIDERING TO ATTEND THE FAIR
NEXT YEAR?
4% 4%
YES
NO
92%
MAYBE
VISITOR COUNTRIES
50%
45%
40%
35%
30%
25%
46%
39%
20%
15%
10%
9%
5%
0%
MIDDLE EAST
TURKEY
EUROPE
3%
AFRICA
2%
ASIA
1%
U.S.A.
COUNTRIES FROM WHICH THE EXHIBITORS EXPECT TO SEE
VISITORS IN THE FORTHCOMING YEARS
50%
45%
40%
35%
30%
25%
49%
20%
27%
15%
10%
9%
5%
6%
5%
4%
AFRICA
TURKEY
U.S.A
0%
EUROPE
MIDDLE EAST
ASIA
VISITOR STATISTICS
Fashionist received visitors from 72 countries.
TURKEY, AFGHANISTAN, ANGOLA, ANTIGUA AND BARBUDA,
ARGENTINE, ALBANIA, ALGERIA ARMENIA AUSTRALIA, AUSTRIA,
AZERBAIJAN, BAHRAIN, BANGLADESH, BELARUS, BELGIUM, BOSNIA
AND HERZEGOVINA, BULGARIA, CANADA, CENTRAL AFRICAN
REPUBLIC, CHAD, CHINA, CROATIA, CYPRUS, DENMARK, DJIBOUTI,
ETHIOPIA, FRANCE, GERMANY, GREECE, HONDURAS, INDIA, IRAQ,
IRAN, ISRAEL, ITALY, JORDAN, KAZAKHSTAN, KOSOVO, KUWAIT,
NETHERLANDS, NIGERIA, PAKISTAN, PALESTINE, POLAND, QATAR,
ROMANIA, RUSSIAN FEDERATION, SOUTH AFRICA, SAUDI ARABIA,
SLOVAKIA, SPAIN, SURINAM, SWAZILAND, SWEDEN,SYRIA TUNISIA,
TURKMENISTAN, UKRAINE, UNITED ARAB EMIRATES, UNITED
KINGDOM, UNITED STATES OF AMERICA, UZBEKISTAN YEMEN.
*** 12,017 of 19,700 visitors were from abroad.
The rest of the visitors were domestic market customers and
industry professionals from various cities in Turkey.
 Events
The fashion shows took place at Lutfi Kirdar Congress and Exhibit Center’s
Rumeli Hall where the fashion show area was set up by experts and was
greatly admired. During the three days, Fashionist visitors viewed 2015
collections with visual shows in the event area which consisted of a 40meter catwalk and 800 seats. Ezra Tuba, Banu Güven, and Gamze Saraçoğlu
presented their couture collections, which they specially designed for
Fashionist, to the community and to the prominent names from the fashion
world at the Gala show and on the second day respectively. On the
following days, our exhibitor companies Odrella, Alchera, Priamos, and
Fouad Sarkis exhibited their new collections.
FASHION SHOW GALLERY
FAIR GALLERY
We look forward to seeing you at Fashionist 2015
Evening Gowns, Wedding Dresses and Suits Fair.
THANK YOU