Good butt pants and other special tidings

Recently this girl had the unusual privilege of attending a store opening. Unusual is perhaps a bit misleading as she is prone to show her face at most events where invites come across her desk (afterall, a girl has to know her industry). But privilege is a great fit. Because that's exactly what it was.
The event was in honour of a small Fremantle-based label, run by Kylie Radford (the designer) and Richard Poulson (the business manager). The label, named after the couple's kelpie-labrador cross, is called Morrison, and is best known in Western Australia for it's so-called "butt pants" which seemingly reduce any size prabostris to a manageable level.
Not long after she had walked through the door - and while she was busy fingering the merchandise - this girl was greeted by Richard who came up to introduce himself and ask after her welfare. Without a hint of a hard sell, he spoke with genuine pride of what it had taken for he and Kylie to get to the point where they were able to open their first Sydney store. A short time later he and Kylie gathered everyone around and again spoke of "their journey" and what it meant to them. He spoke of his pride at his wife's achievements and then by drawing attention to the pram holding his newborn in the corner of the room, his pride at being a new father. A video was switched on showing an amused dog, a heavily pregnant Kylie and an excitable Richard speaking of their hopes for the future and their gratitude to everyone who had had assisted them along the way. At the conclusion of the night, by which time nearly everyone in the room was on a first name basis, guests were given a labelled goodie bag containing (among other things) a promotional brochure, product samples, a store discount voucher and a DVD of the Morrison story.
While it may have cost them much time and effort and obviously more than a few quid, they received great return on investment. Because they took a gamble on this girl by sharing with her who they are and what they're about, this girl feels compelled to do the same. When she is looking to spend money on bulking up her wardrobe, chances are their store will be among her first stops. This girl will now watch their progress with genuine interest as she feels that in that some small insignificant way, she played a part in getting them to that point.
A couple of days later this girl went to another store opening. She would share with you the name of it - but she can't remember.
From the dim recesses of her mind what she can recall is the writing scrum of faceless bodies she had to elbow and trip in order to negotiate her way to the bar. Approximately five hours, eight cocktails, three spring rolls and two defunct eardrums later, she was forced to head home when no sign of the store's merchandise, no introduction to the brand and no appearance by anyone seemingly associated with the store had been forthcoming. In short: no speech, and most disappointing of all, no dog.
Admittedly there was a decent goodie bag (thrust into her hands by an excitable PR account manager). It contained the requisite lip gloss, hair product and chocolate. But no branding, product sample or press release. In fact no advertising of said store at all, giving this girl no way of identifying whose hospitality she was actually indulging in.
In essence, what this girl is saying is if you have a story to tell, tell it. If your first foray into fashion was crafting sweatshirts while behind bars enjoying her majesty's pleasure, say so. If your first attempt crashed and burned around your ears, say so. It makes you more human.
Don't buy into the hype that suggests your launch is only a success if you nearly send yourself into bankruptcy to send hundreds of people into alcoholic oblivion and yet fail to offer follow through or capitalise on your big moment.
Please don't misunderstand her, this girl loves a good tipple, a good boogie and good company as much as the next person. But don't make that all that sticks out from your event. Instead, trust in yourself and your offering.
Goodie bags are also a significantly under-utilised resource. Even if you have left your guests in blissful ignorance for the duration of the event, why not use the goodie bag to really draw them into your brand and remind them why they're there. The minute you place the said bag into their clutch, you have their undivided attention. Use it to inform them, delight them, excite them. Use it as the perfect vehicle to make them part with their money to invest in your label, store or product.
This girl has seen better women than herself scratch, claw and belt her fellow female for the sake of securing the last goodie bag on offer. With that sort of attention from your audience, how can you go wrong?