London Fashion Weekend - You never called!

Did you get your London Fashion Weekend email this week announcing the 2015 version of fashion's biggest pop-up?

No, well you might not be the only one.

So, it's some time since the Autumn 2014 London Fashion Weekend closed its doors to fashionistas, shoppers and those seduced by its glamorous world, and over the past weeks the DMA's Brand Activation team has cast an interested eye over how its many brand partners have used the event to connect, engage and entice customers (check out the various London Fashion Weekend blogs on the DMA website - Canon; Lavazza; Maybelline; Mayfair Hotel; M&S; Swatch; Beauty’In and Scavi&Ray Prosecco). However, most of the team are still waiting to receive the e-newsletters they signed up for back in July, and are feeling jilted.

That aside, the Brand Activation team took a look at consumer touchpoints, brand activity in retail, experiential activity at LFW itself, digital and social and were hoping to see some great examples of consumer engagement. We definitely saw some interesting activity, but were left a little underwhelmed at either the inability to link up some wonderful experiential activity with data capture and social networking (Canon) or the apparent lack of creativity or effort from others (Maybelline, Sunglass Hut).

Lavazza offered an excellent combination of product demonstration, sales and experience whilst making the product relevant to the event, and more importantly the people attending (#LavazzaLook).

And what of main sponsor Vodafone, we haven't spoken of them. We can expect them to exit the runway soon as their global partnership strategy evolves. As such, there was understandably limited support, although at least they provided hubs for wifi and phone charging, satisfying our essentials in Maslow's redefined hierarchy of needs. However, Vodafone's potential exit does pave the way for a new partner, and one that can really take the London Fashion Weekend by storm and make it that bit more accessible and appealing to fashion fans and shoppers not just in London but beyond too.

So, our recommendation for delivering a beneficial customer experience – give us something unique and interesting, something worth wearing and sharing, be meaningful and entertaining, and when we give you our number . . . . call.

There is an overriding feeling that some brands gave the impression they needed to be there but didn't actually drive the value with their association, after all the main event for the trade is London Fashion week which comes just before. That said most, if not all, the partners are returning in 2015 so the expectation is that it works for them, but there is certainly room to connect with and engage fashion fans both at London Fashion Weekend and those not able to be there.

The British Fashion Council has a wonderful platform to offer - there is a fabulous fashion show event with retail and experiential opportunities both onsite and on the high street, all the while fashion fans are readily reading, posting, tweeting, pinning messages, experiences and content. This is so much more than a busy Saturday afternoon in Boots or a stroll down Oxford Street, so please let it thrive. The London Fashion Weekend is a rich territory for multi-channel activation, it just needs to join up the dots and make people feel special because they do want to engage, and it starts with the BFC, when will we receive our e-newsletters?