Reaching 'Brand Women'

Producer David Wolstenholme of SE Shows and Events, based the concept on emerging trends observed in the US and Australia: "We're moving past the ordinary exhibition and trade show concept, which is why I want our shows to be known as events.

"We want women to attend this exhibition for three days rather than two hours, to be entertained, informed and have fun, so the programme constantly changes. It's a mindset shift, a new exhibition culture."

Wolstenholme says there has never yet been a lifestyle show in South Africa targeting the female audience to this extent: "From fashion to family to financial know-how, visitors can expect to find entertainment, education, bargains, sensual experiences and innovative solutions as the programme covers diverse topics.

"Women make the sole or primary decision for just about every kind of purchase. However, according to leading thinkers, women engage with brands in a different way. Women particularly establish brand relationships, making connections everywhere they go. This show provides a focused opportunity to target female consumers and build those relationships in a unique environment."

Old Mutual will sponsor a Women's Forum - featuring topical interactive sessions that include managing your money, decorating, wellness, sensuality, planning your wedding, surviving children and setting up a home office. BMW and Dulux will host lifestyle pavilions, while Stuttafords, SPAR and Thailand Tourism are planning promotions including free trips, give-a-ways and special offers.