Keeping Up With Current “Events”

I wrote a blog post some time ago about mar­ket­ing lan­guage, in which I won­dered aloud when a “sale” had become an “event.” (I’d go find the link but I’m too lazy.) That trans­for­ma­tion is almost com­plete, I think. I hardly ever see the term “sale” used any more. Every­thing is an “event” — the Fall Event, the Win­ter Event, the Red Tag Event, the Annual Event, The Tent Event, the Sign and Drive Event, the Seis­mic Event.

Okay, maybe not that last one. But prac­ti­cally every­thing else. In the lat­est mail­ing I received from Saks Fifth Avenue, here is what they have listed under the cat­e­gory “Trend and Events”:

• Fall Event
• Win­ter Guide Women’s Event
• Ralph Lau­ren Event
• Vince Event
• Prada Fall Event Vol. 2
• Prada Fall Event Vol. 1
• Rag & Bone Event
• Gio­vanna Battaglia Shoe Event
• Marc by Marc Jacobs Event
• Tory Burch Event
• Phil Oh Hand­bag Event
• DVF Event
• Alexan­der Wang Event
• The Next Step: Shoe Event
• Miu Miu Event
• Jimmy Choo Event
• Gucci Fall Event
• Manolo Blah­nik Event

Some mar­ket­ing genius will come up with a bet­ter term. Event-ually.