Fabiani offering a 'members only' experience
Value is created by the engineering of scarcity. This is the basic principle of economics and increasingly a viable marketing hook.
Leveraging this principle, TFG-owned Fabiani appear to have recently launched exclusive, members-only brand experiences in Cape Town and Joburg.
Introducing Members Only a space for those who relentlessly pursue excellence. More than a community, it’s a statement of sophistication, celebrating the artistry of fine craftsmanship and the richness of culture.
Our first Members Only experience will be hosted by Chef Katlego, bringing a curated culinary journey to an invite-only audience. The evening will feature exclusive performances by Bongeziwe Mabandla & Sun-El in Cape Town, and Mörda & Sjava in Johannesburg, creating a seamless blend of style, music, and fine dining.
The members-only concept is certainly seeing a resurgence as communities find commonality in the company of like-minded individuals in a safe, curated space. It's literally the opposite approach of Poetry's beach activation, but holds common ground in that both offer audiences a chance to personally experience a 'brand space' outside of the confines of a mall.
Blurred lines
The clear line between 'retail' and 'eventing' can certainly be blurred, like this, to offer brands more scope to engage audiences deeply.
Bold retailers will see this as an exciting new opportunity to strengthen relationships with customers. This is more than just a short-lived marketing troupe, it could rather be seen as the emergence of a new business category by savvy innovators.
[thanks to Susan for sending in the tip]
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