Create & Cultivate continues to attract some big names no doubt looking to get in front of its Millennial conference attendees.
The company, which puts together workshops and panels offering career and life advice amid themes of female empowerment, is set to hold its next iteration in New York on Saturday with a host of pop-ups, the count of which the company said is up from the previous show. Companies confirmed to have pop-up shops on site include Eileen Fisher, French Connection, Saks Off 5th, Birchbox, Instagram, Richer Poorer, Kopari, Tinder, Pier 1 Imports and Kendra Scott, among others.
About 600 people are expected to attend. Creating dynamic, ever-changing events is crucial, especially as the competition rises to reach the female Millennial audience. Sophia Amoruso’s Girlboss Media recently entered the conference fray with its inaugural Girlboss Rally this year to draw more than 500. There’s also AOL’s Makers and BlogHer conferences vying for attention.
Part of creating a dynamic experience, said Create & Cultivate founder Jaclyn Johnson, is working with brands “not just to slap a logo up somewhere but create real, authentic experiences.”
For Minted, which will have a pop-up selling limited edition art prints, stationery and home goods, Create & Cultivate came up often in polls among its roster of followers. The company uses crowd sourcing to select the designs it ends up placing on the products it sells.
“We have a great, really evolved creative community that surrounds us, whether that’s designers or bloggers or stylists,” said ceo and founder Mariam Naficy. “I think it [the conference] definitely speaks to generally the type of person who likes to shop at Minted: someone who loves design in all aspects of their life and someone who won’t just make a decision based purely on convenience or budget.”
Being at Create & Cultivate, which is the first time for Minted, places it directly in front of its typical customer, Naficy added.
The upcoming conference is also the first time subscription box company Birchbox will be at Create & Cultivate.
“The digital world is evolving so quickly and at Birchbox, we believe that it is really important to embrace that change and experiment with new ideas that push the envelope and I think that’s what Create & Cultivate is all about to us,” the company’s head of public relations Jenna Hilzenrath said.
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