Actually trunk shows got their name from those old school suitcases and trunks. Designers would pack their merchandise inside and travel around showing their wares. Needless to say, those days are long gone.
Today's "trunk shows" are really "in store events." It's a time to meet and mingle, and if you are lucky, you will actually get to meet the designer or some representative from the company who is being featured.
There's usually a theme.... like "Come by for a workshop on Halloween decorating. While you're here be sure meet the creator of our new line of candles just in time for Halloween."
Participants at the "in store events" often come away with some new found knowledge. We always like to learn something new and it often serves as one incentive to bring people in.
A party atmosphere with refreshments can also serve as an incentive, and most of us have more fun and loosen up a bit when we are eating and drinking
Finally, comradarie is the key ingredient to a successful event. Bringing a friend makes shopping more fun. No, it's not your mother's old school trunk shows any more. Let's face it, in order to get today's shoppers away from their online experiences you must offer them something that they cannot see, hear, feel, taste or smell sitting in from of their laptop!