London Fashion Week is huge PR opportunity but financial stakes are high

The world's buyers, editors, bloggers and our industry's newly termed VIPs - the influencers - have descended on the capital for London Fashion Week, as the British Fashion Council showcases our homegrown talent to the world.

Brands and designers have everything to play for during London Fashion Week, writes Lauren Stevenson
Brands and designers have everything to play for during London Fashion Week, writes Lauren Stevenson
Taking residence at the still relatively new home, Brewer Street Car Park, it continues to be pinnacle of the fashion calendar, not just for the designers but for every brand that targets the week as a PR and marketing opportunity.  

Brands from every category - automotive, technology, food and drink, music, travel and beauty - look to London fashion week as a huge opportunity to place themselves among the fashion cognoscenti.

There continues to be a social-media whirlwind in the lead up to and throughout fashion week, which brands tap into through the widespread use of #LFW and targeting the 'influencers' who understand the value of this key industry moment.  

New York Fashion Week paves the way for London to shine, with the fashion crowd switching their Instagram from the beach to backstage. 

It's an expensive business for brands involved, with fashion shows, sponsorship and experiential activity eating into the year's budget.

The presentations and fashion shows cost the designers anywhere from £10k upwards, easily into six figures for the bigger brands.

Lauren Stevenson, co-founder of Aisle 8

The presentations and fashion shows cost the designers anything from £10k upwards, easily into six figures for the bigger brands and with the battle for exclusivity over the top models and VIPs, London Fashion Week dominates the media agenda and months of the marketing calendar.  

With Instagram and Snapchat dominating the social channels, the PR buzz and opportunity around the shows are enormous and it’s everything to play for.

For the British designers, the PR investment in having a presence at fashion week is still paramount to putting the brand on a global platform, but it has be part of a wider commercially led marketing plan. 

Naturally, with such a huge investment, it’s paramount for brands that it delivers.  
It’s not just about the PR, it’s about the commerciality of a designer’s collection, the right sales team in place and a robust marketing strategy to support the traditional and digital PR output.
With the right PR in place, the designers’ shows can attract the right UK and international buyers and a good review from a respected editor can propel a designer and their collection.  
The-minute-by-minute flow of social media content from the front row and outside the shows can put up-and-coming designers, as well as established designers, on a live global platform engaging millions of consumers.

British fashion continues to be a huge contributor to the British economy and this season, in her first few months in Number 10, Teresa May showed her support for the significance of the launch of London Fashion Week as well as the significance of British fashion itself, as an industry, just as the PR world went into overdrive.  

Lauren Stevenson is the co-founder of Aisle 8

Would you like to post a comment?

Please Sign in or register.