With shows for AW16 fast approaching, this week’s post looks at the changes in store for Fashion Week and we mention the rebellious stance taken by Burberry – we love a non-conformist!
The British Fashion Council is keen to increase consumer engagement during London Fashion Week. As part of their strategy the BFC has partnered with Ocean Outdoor, a media company that specialises in digital billboards.
Next week’s LFW shows will be streamed live to the general public via 60 outdoor screens. These will be located not just in London but across the UK with the aim of reaching 35 million people. This is nothing new to Ocean Outdoor, which broadcast the AW15 Hunter show and introduced the UK’s first shoppable billboard for Topshop a year ago.
The BFC has also teamed up with sponsor American Express, to enable speakers such as Gareth Pugh and Sølve Sundsbø to engage with all those hungry for some Fashion Week action!
There’s even a series of podcasts from Topshop
Topshop alone has made huge efforts to connect with its customers and is showcasing a podcast series featuring NeGen designers such as Ryan Lo and Danielle Romeril, who will talk about what has inspired their recent work – check it out!
NYFW v LFW
Compared with the big apple, which has been selling fashion week packages in excess of $5,000, London wants to give people outside of the fashion industry an opportunity to experience shows first hand. Designers such as Emilia Wickstead and Holly Fulton are to showcase their wears to consumers on a non-selective basis. In addition, there’ll still be lots of Fashion Weekend tickets available to the general public from as little as £20 – you can’t say fairer than that!
Interestingly, the likes of Burberry, Tom Ford and Vetements have declared they will no longer conform to the traditional fashion calendar, with Burberry and Tom Ford releasing new-season items for sale immediately after the catwalk and Vetements showing its collections in January, well before the customary first shows of Paris Fashion Week.
So what’s going to happen to the fashion industry over the coming years? Will we continue with the traditional catwalk system, or will we move further into a more consumer-friendly showcase, perhaps via social media? Will the BFC’s consumer fit and individual brands initiatives break the rules of the customary fashion calendar and therefore open the floodgates to those wanting a slice of Fashion Week? Who knows, but perhaps we’ll have a better idea once the curtain falls on the AW16 shows.
Watch this space…