High Street Fashion Week Case Study


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High Street Fashion Week Case Study

  1. 1. Client name o September 12, 2007 BY SALLY HROUDA1 r logo
  2. 2. High Street Fashion Week Background 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 The event runs from 7 – 11 September, which is a week prior to London Fashion Week (September 18).The event involves 13 retailers, including • M&S, • Next, • Office, • River Island, • Selfridges They have joined together to put on never seen before spontaneous catwalks, shows, campaign receptions, promotions and discounts. 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. 2
  3. 3. The campaign follows the format ENGAGEMENT BUZZ AMPLIFICATION Activities and Partnerships incentives Follow up and and incentives PR mentions 3
  4. 4. Informative event micro-site Designers/ranges Movie Sponsorship and participating competition l Fashion competition link Twitter link Events calendar link Ambassador link Live Radio link Multiple sponsors/partners http://www.highstreetfashionweek.com/ 4
  5. 5. Calendar of events Email promotion http://www.highstreetfashionweek.com/ 5
  6. 6. Movie competition 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. 6 http://www.highstreetfashionweek.com/
  7. 7. 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”. 7 http://www.highstreetfashionweek.com/
  8. 8. Sponsors 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 www.westendlondon.com/ unique portfolio of 20 theatrical films a year London in England courses. www.fashion.arts.ac.uk/ http://www.momentumpictures.co.uk/ http://www.tfl.gov.uk/ 8
  9. 9. 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. + = 9 http://www.regentstreetonline.com/RegentStreet/ShoppingChannel/The+Perfect+Partnership.htm
  10. 10. 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. http://www.express.co.uk/posts/view/125719/Fash ion-goes-underground http://www.metro.co.uk/lifestyle/article.html?Tube_turns_to_catwalk_for_a n_underground_fashion_show&in_article_id=732846&in_page_id=194 10
  11. 11. 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. http://www.capitalradio.co.uk/london-guide/oxford-streets-high- street-fashion-week/ 11 http://www.flavourmag.co.uk/?p=4668
  12. 12. Twitter 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 Week. http://twitter.com/londonwestend 12
  13. 13. Google 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. http://www.catwalkqueen.tv/2009/09/models- take-over-central-line-high-street-fashion- week.html http://www.google.com.au/search?hl=en&source=hp&q=high+street+fashion+week&met 13 a=&aq=f&oq