CONSUMER FIRST — The British Fashion Council has unveiled a series of initiatives aiming to engage consumers during London Fashion Week, including a new partnership with media company Ocean Outdoor.

Ocean Outdoor, which specializes in large-format digital billboards, will be screening footage from London Fashion Week — taking place from Feb. 19 to 23 — at 60 outdoor locations, reaching an estimated 35 million people across the U.K.

The company has worked on a series of fashion initiatives in the past, broadcasting the fall 2015 Hunter Original show last February and presenting the first shoppable billboard in the U.K., in association with Topshop and Twitter.

“This new venture amplifies the attention afforded by London Fashion Week, allowing designers and brands to reach significantly wider audiences across the Ocean portfolio,” said Tim Bleakley, Ocean Outdoor’s chief executive officer.

Sunglass Hut, the event’s main sponsor, is also partaking in a number of consumer-focused initiatives.

The eyewear company has set up a pop-up shop opposite Brewer Street Car Park, the main London Fashion Week venue, where the public can buy some of the styles shown on the catwalk.

Sunglass Hut is also giving members of the public the chance to win tickets to London Fashion Week, via a competition launched on social media, where fans are invited to share an outfit inspired by one of the British style influencers the company has partnered with for the event, including artist Phoebe Collings James and TV presenter Angela Scanlon.

As reported, tickets to New York Fashion Week are also being made available to the public through firms such as Millionaire’s Concierge, Queen Bee and Total Management which advertise NYFW tickets on their sites for up to $3,500.

Other initiatives in London include a series of talks, presented in association with American Express, with key industry names such as Gareth Pugh and Sølve Sundsbø.

Topshop will also be launching a podcast on its site, where all the designers who are part of its NewGen sponsorship program, including Ryan Lo, Danielle Romeril and Sadie Williams, will be talking through the inspirations for their fall 2016 collections.

“At a time when many conversations are taking place around connecting fashion weeks with consumers, this is a perfect opportunity to reach both new and existing fashion fans throughout the U.K.,” said Caroline Rush, British Fashion Council’s ceo.

As reported, at the end of London Fashion Week several British designers, including Alice Temperley, Emilia Wickstead, Mary Katrantzou and Christopher Raeburn, will also be hosting runway shows during a two-day consumer event taking place at the end of the London fall 2016 shows.

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