INDEPENDENT SPIRIT: Frockadvisor, an app that is launching in the U.K. to connect shoppers to independent boutiques, is staging a Fashion Independents’ Day in London Thursday, to promote the city’s niche boutiques.
The event will see London bloggers, television presenters and journalists drive around London, with the aim of visiting as many independent boutiques as possible, and taking a selfie when they’re there. Of the eight personalities taking part — among them bloggers Susanna Lau of Style Bubble and Danielle Peazer of Idle Lane and television presenters Zoe Hardman and Vogue Williams — the person who trends the highest on social media channels over the day, using the hashtag #FIDAY, will be named the winner. As for customers, they will be able to find out which local retailers are taking part in the event by downloading Frockadvisor’s app.
Caroline Rush, chief executive officer of the British Fashion Council, which is supporting the event, noted that independent retailers are often the “launch pads” for British design talent. “The support of campaigns likes Frockadvisor’s Fashion Independents’ Day shine the spotlight on the importance of the independent retail sector by driving awareness and sales for the businesses at the heart of its success,” she said.
The app made its debut in Ireland last year, ahead of the U.K. launch.