Fashion week is the ultimate springboard for aspiring designers and a showcase for established brands.  They are held in cities all over the world to let the fashion industry know what is “in” or “out” for the coming season.  Invitations are sent out to buyers and celebrities from a wide variety of companies, all vying for attention.  With a deluge of invitations, it is often the most unique that gets remembered.  This year, according to the Wall Street Journal, that prize goes to Frye.

In an effort to stand out, Frye had their invitations laser etched.  The invitations were made from 3/8 inch thick maple-wood blocks in Pennsylvania and enclosed in a cotton sack with a hand stitched label.  According to an article from the Wall Street Journal,  Jamie Laycock, the creative director of Frye, said “we really wanted something that would catch people’s attention and represent the company’s core equities of being handcrafted.”

These invitations were an important part of the marketing plan that Frye put in place to build buzz around the opening of their new store.  The attention to detail, from the custom laser etching, to the cotton sack and hand stitched label, shows a growing trend in companies to design unique products and marketing material.  Companies are realizing that items which are not unique and new are failing to gain consumer attention.

In business, gaining consumer attention is a major focus in many areas, including sales.  It is often said that it takes seven exposures to a product or service before a consumer makes a purchase.  Most customers are deluged with products and information that often look the same so when they are presented with something new and unique, they take notice.  If the item or information is interesting enough to keep their attention, that attention will often lead to a sale.

How can laser etching help your business?  Do you need a custom designed laser etched postcard to send to your VIP customers?  Do you need unique store fixtures and signs to show customers that your business is relevant and worthy of attention?  How would your potential customers react if your business card was embossed (with a custom laser engraved embossing die), had laser cut areas or custom cut borders, or a stamp from a custom made laser etched ink stamp?  What if your business card around if it was unique, different, and attention grabbing?  Would that business card help keep your business in a top-of-mind position to a customer?

Remember, it often takes seven exposures to a product or service before a consumer makes a purchase.  If your company pops into the customers mind when they need something, you are one step closer to making a sale.  So, how can laser etching help your business?