How Stylist is targeting metropolitan women through experiences

Stylist, the ShortList Media-owned free title, created a larger event for its readers with content that appeals to the "influential metropolitan woman".

Stylist Live took over the Olympia in Kensington from 10-12 November with talks, workshops, makeovers, shopping and more. The event has previously been held at the Business Design Centre in Islington.

The larger event is part of ShortList Media chief executive Ella Dolphin’s plan to grow the media owner’s flagship event.

Dolphin told Campaign: "We are talking to a really influential metropolitan woman and she wants more from us than just the magazine, she wants to experience the things we bring forward.

"We have been expanding the Stylist brand over the last few years and events play a pivotal role; we know that she will spend money on event or an experience over and above a new pair of shoes sometimes."

She added that the reader is interested in "all of the content which is about brand you, how to launch your own business, how to publish your own book, that's what attracts the paying consumer".

Mariam Ahmed, events director at ShortList Media added that experiential is a "type of social currency" for the Sylist reader.

The event featured activations from Google, Benefit, Diet Coke, Nissan Juke, Pukka and a wide range of independent businesses.