Client name o September 12, 2007
BY SALLY HROUDA1
High Street Fashion Week
To celebrate 25 years of the London Fashion Week and the British Fashion Council, the London West End is hosting the
High Street Fashion Week. This event incorporates the retail industry and diverse talent that is only available in that area.
The aim of the event is to promote the London West End as a prime retail venue offering $1m (pound) of free events to
attract people to the retail district.
The event runs from 7 – 11 September, which is a week prior to London Fashion Week (September 18).The event involves
13 retailers, including
• River Island,
They have joined together to put on never seen before spontaneous catwalks, shows, campaign receptions, promotions and
Retailers will be taking part in an exclusive Fashion Exhibition to showcase a key outfit styled for High Street Fashion Week
from their A/W 09 collections, in a specially allocated area in store. All looks will also be available to view on High Street
Fashion official website and appear in Pop-Fashion shows at a secret locations.
The campaign follows the format
Partnerships incentives Follow up and
and incentives PR mentions
Informative event micro-site
Movie Sponsorship and
Fashion competition link
Events calendar link
Live Radio link
Calendar of events
Audience awareness of the High Street Fashion Week has been increased through a media partnership with the release of
the film , The September Issue , conducting a competition for a chance to win a private screening for the winner and a friend,
by simply entering details online.
Fashion competition (engagement)
Users are taken through 14 varied stylish looks, giving them the opportunity to choose the one they prefer, then enter
their details online for a chance to “win the look”.
Location and promotion Only college in the UK to Leading independent Local government body
partner – London West specialise in fashion motion picture distributor responsible for most
End. education, research and in the UK/Ireland aspects of the transport
consultancy, offering a releases approximately system in Greater
unique portfolio of 20 theatrical films a year London in England
www.fashion.arts.ac.uk/ http://www.momentumpictures.co.uk/ http://www.tfl.gov.uk/
Pop Up Boutiques (participation)
Uber-stylish store Liberty and uber-chic Hermes teamed up to create a temporary store (for just six weeks), where guests
could play with oversized „dressing up boxes‟ filled with Hermes scarves. They could learn new ways to tie Hermes‟
signature scarves with stylists on hand and photographers to document their handy work. An exclusive range of scarves was
launched to compliment this „Retail Renaissance‟, using renowned Liberty cottons. A similar example of this can be seen
with Gap‟s speciality denim stores.
Tubes turn into catwalks (spontaneity)
To kick start High Street Fashion Week on the first day, in aim of raising awareness and curiosity tube commuters were
surprised, taking front row as the stunt, the “People‟s Catwalk” ran on the Central Line – the mile and a half length of Oxford
street. Eight models were dressed in designs from high streets favourite retailers.
Londoners vote for ambassador
In the months leading up to High Street Fashion Week, 100,000 Londoners were encouraged to participate ,being asked
to vote for their favourite high street fashion icon. With thousands of votes being placed Alesha (British pop/R&B singer
songwriter, dancer, and model) . was crowned the official ambassador of High Street Fashion Week on Oxford Street.
She now appears within the advertising and at all events, becoming the personality and voice communicating between
the brand and audience.
There are directly conversing with 3,542 people on Twitter, and have
5, 715 followers interacting with their messages. The Twitter channel
is used to generate buzz around celebrities and events. - informing
Londoners about parties, discounts, concerts, special quest
appearances and special offers surrounding High Street Fashion
There have been 600,000 mentions in the past week and over 24 hrs on the 9/9
there were 178,000 mentions on Google.