Campaign: Consumer - Fashion Week drops in on Oxford Street

Campaign: High Street Fashion Week on Oxford Street
Client: New West End Company
PR team: Rain Communications
Timescale: 6-10 September
Budget: £30,000

The second High Street Fashion Week set out to position Oxford Street as a dominant global player in high street fashion.

OBJECTIVES

- To increase the number of brands part- icipating in the campaign

- To drive sales and footfall to Oxford Street

- To champion fashion on Oxford Street against other international destinations.

STRATEGY AND PLAN

New West End Company, which represents retailers on Bond Street, Oxford Street and Regent Street, teamed up with fashion industry title Drapers. It commissioned a survey of Drapers' international readership to find the best high street fashion destination. Oxford Street topped nine of the 13 categories. The PR team set up a fashion awards event called The Glammys, which allowed the public to vote on various categories. As The Glammys kicked off, four models descended on morning commuters in the UK's first vertical fashion show.

MEASUREMENT AND EVALUATION

Rain secured news and fashion features in the Daily Mail, London Evening Standard, the Metro, Financial Times and The Guardian.

International broadcast coverage included CNN and CNBC. The campaign generated more than 600 online posts.

RESULTS

The number of participating retailers increased to 25.

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