JOHN VARVATOS, NYFW: MEN’S ACCESS TO JOHN VARVATOS SPRING/SUMMER 2017 COLLECTION SHOW, THE ROXY HOTEL TRIBECA, NEW YORK CITY
Working closely with the John Varvatos team, Black Flower developed a strategic partnership where select VIP guests enjoyed a pre-show cocktail with CEO Mark Brashear, followed by a private backstage tour. After viewing the show from front row seats, they gained VIP entry into the after-party. The following morning, guests convened at the John Varvatos Soho boutique for a private shopping and styling session with the designer. Throughout, Black Flower Agency managed the partnership contract and budget process, was responsible for the marketing and guest communication, and provided on-site hospitality for the client. As a result, John Varvatos was able to increase customer acquisition by forging a deeper emotional brand connection with an influential group.