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London Fashion Week – Marketing on the Catwalk


Catwalk in black and white

London Fashion Week is getting closer with only a few weeks left – starting on Thursday 17th September and then finishing on Tuesday 22nd September. London Fashion Week is a big deal – it contributes £26 billion to the UK economy. Brands also have a brilliant opportunity, with £100 million of orders placed throughout the week every season. Members of the public are expressing their excitement in the lead up to London Fashion Week. We are watching an outstanding 400% more of fashion week content than a few years ago. It is also important to note that London Fashion Week is just as important to males as females and more viewers are aged between 18 and 34. Wearable technology is predicted to be a trend, and brands are going to be focusing on connecting with their audiences via social media.

Ocean Outdoor made a big impact during the event in February, they teamed up with Hunter to stream their show using The Digital Outdoor Advertising Company to ensure the public could watch the show in various city centres – gone are the days where only fashion’s elite got exclusive views to the latest trends. They also managed to make the viewing points Wi-Fi enabled to allow people to connect their phones as a second screen to watch the show via the brand’s website.

Burberry, who are set to show us their designs at 13:00 on Monday 21st September, similarly involved their audience, as Ocean Outdoor did – they sent out personalised photos of the catwalk to individuals, who tweeted using #Tweetcam. Also, Ugg sent styling tips to shoppers who took pictures of Ugg products in their window displays. So we can see how hard the fashion industry is working to collaborate with the public using social media.

Smartphone with social media icons

Burberry have also obviously spent months arranging their designs to be aesthetically pleasing to much success. They have little previews of what we might be seeing in a scrolling banner on the London Fashion Week website. They haven’t held back by telling us the mass amount of awards that they have won and a story behind the brand. They have provided links to all their social media – Twitter, Facebook, Instagram, Pinterest and YouTube, and made their site easily accessible from google. They have provided us with all the detail that we would need and more, with stockists’ addresses and details, their website, and future collections. They seem to of however left all their tweets to the day with no sneak peeks!

London Fashion Week’s Twitter have constantly kept us up to date with new information regarding the event with posts coming through since early July. They have tweeted bold headlines with little teasers coming through like draft show schedules. They have made all the presentations and live streams available online – so we can now watch the show wherever we are. They have also done a countdown on their twitter page, involving us in the excitement as everyone gets ready for the day.

As Periscope is being used already to live stream events to twitter, we predict that this is something we will see happen at LFW. It will enable quick easy viewing for us whilst on the go, to fit into our busy schedules.

Are you using social media up to LFW’s level?

Click here for more information on London Fashion Week.

Click here to see my blog about wearable technology.

GML can help you use your social media as a marketing tool, we want to help you give your users a quality experience. To find out more visit our social media page.