UNFILTERED: THE FULL PICTURE OF RUNNING A PREMIUM FASHION BRAND, OVER DINNER.

​One evening. Here’s the honest case for it.

​A dinner for the people running marketing and ecommerce at premium fashion brands — heads of ecommerce, marketing directors, digital and growth leads at houses of a similar size to yours. Twenty-four of you, once.

​Premium fashion sells the finished picture: the campaign, the collection, the sell-through. Nobody publishes the return rate, the markdown tail, or what paid social really costs to sell a coat at full price. Most industry dinners are a room of vendors with a seating plan nobody thought about. This one is the full picture, unfiltered: a small table, people at your level, and enough hours together that the conversation gets past the polite version.

​The value isn’t the food. It’s spending an evening comparing real numbers with seven people solving the same problems as you, at the same scale, with nothing to sell each other.

​01 Eight to a table, not sixty Small enough that there’s one conversation, not three.

​02 Peers, not vendors Marketing and ecommerce leads from comparable premium fashion brands.

​03 Dinner, not a conference A short hello from the hosts, then the evening is yours.

​Three hours and you're home by half ten.

​Aqua Shard, on level 31 of The Shard, above London Bridge. Arrive from seven; we’re seated by twenty to eight.

​Who’s at the table.

​Twenty-four seats. Heads of ecommerce, marketing directors, digital and growth leads from premium fashion brands — plus a small number of people from Dema, Reveni and 21 Nova, who are there to host, not to sell.

​Three things you can use on Monday.

​If you’re weighing this against an evening at home, these are the returns we’d point to.

• ​The numbers behind the collection: What comparable premium fashion brands are really running at — margin after returns and the true cost of a sale, how much really sells at full price, paid efficiency, and what brand spend is doing to the bottom line. Said out loud, off the record, by the person who owns the number.

• ​Seven peers you can actually call: The reason people come back. A table small enough that you properly meet all of it, and senior enough that the follow-up call actually happens — rather than a hundred business cards you never look at again.

• ​Your own question, answered.

​The bill is covered, nothing to expense.

​Everything else you’d want to know.

​If something isn’t covered here, email Paula at marketing@21novastrategy.com and we’ll answer properly.