Why pubs shouldn’t be fashionably late with new ideas

At BitterSweet Partnership, we were intrigued to hear about a new pub quiz with a twist: instead of the usual news, sports and “name that tune” rounds, all the questions are focused around style and fashion. A Fashionable Pub Quiz at the Marksman in Shoreditch tests for fashion and pop culture knowledge as well as sets creative challenges such as making a fashion icon from plasticine. If you know the answer to questions such as “which clothing company has a name that when translated into English means ‘water guard’?”, then this is one for you - stay away if you’re a fashion lightweight who can’t tell a kitten heel from a platform wedge (and don’t know if you should be wearing either one next season).

In my view, the best thing about this concept is the fact that they’ve taken a traditional pub feature and changed it to suit a totally different audience – without being patronising. This pub, set in trendy Shoreditch, is the perfect location for those interested in fashion, so it’s a natural fit for those who are serious about the topic – it’s not just a “pub quiz for girls”. And at the same time, it’s got those unexpected features that get people talking, such as the innovative “fashion-love child” round where the teams draw what they imagine who happen if two designers got together and meshed their genes. By doing something different, the pub has opened itself up to a wider audience – it’s certainly the first time I’ve ever seen fashion bloggers post about a trip to the pub (and not just any fashion bloggers; we’re talking some of the top British bloggers as named by The Telegraph and the Times, such as Susie Bubble and IsabelleOC).

The Marksman is no stranger to creative ideas – it hit the news last April following the launch of their clever barter system for beers. Dawn Kolpin, the landlady, drew up a list of things she wanted or needed – “The Landlady’s Fancy” – and encouraged others to trade them in return for drinks or meals. This is smart on so many levels – it makes sense financially in a depression, it’s eco-friendly, and even better it provides a novel experience that will get people excited about the pub.

What do you think: should more pubs take a leaf out of the Marksman’s book? Are initiatives like this and the fashion pub quiz more likely to get you into a pub, or do you think they’re more press-grabbing than customer building?