A few weeks ago, I wrote about a sale of vintage clothing and accessories that we were promoting for one of our clients – Addisons of Barnard Castle. I’m pleased to say that the event was an amazing success. Not only did hundreds of people turn up on the day but lots of others participated in the auction online or via the telephone and many lots sold for at least two or three times their original estimates.
This was one of those sales that appealed not only to collectors but also to fashion enthusiasts and the general public alike, so we were able to target a broad range of titles with tailored (excuse the pun!) releases, photos and exclusive opportunities. As a result, valuable coverage was secured in specialist titles like Antiques Trade Gazette, BBC Homes and Antiques, Antiques Info and Vintage Life, as well as extensive features in lifestyle magazines such as Luxe and Living North East.
Our local press also did us proud - The Northern Echo put together a full page feature in their weekend supplement, the Darlington and Stockton Times and Teesdale Mercury ran several articles before and after the event and antiques columnists gave the sale generous plugs in their news round-ups.
Social media was also used to great effect to extend the reach of this story with teaser photos, Pinterest albums, Facebook posts and influencer tweets, which generated a potential further audience of nearly 15,000 people including many who had put bids in and the winning bidder on a key featured item.
So what about the sale itself? Floral print dresses from the fifties were extremely popular and the roaring twenties is obviously still a favourite decade. Shoes, hats, gloves and even underwear all sold well. The highest selling item at the auction was a stylish 1950’s wooden glazed haberdasher’s display cabinet, estimated to reach around £50-70 but finally knocked down for £780.
Such was the success of this event, that Addisons have decided to host another vintage sale in the autumn which will not only include clothes but also furniture and other memorabilia from the various decades. Watch this space!