Runwayâs platform for lift-off

For four days (18-21 September 2014), the magnificent Somerset House plays host to Britain’s biggest biannual consumer fashion showcase. Vodafone London Fashion Weekend presents the chance to experience first-hand insider knowledge and style advice from London Fashion Week’s most famous British brands. There is an opportunity to sample designer shopping, catwalk shows, pop-up shops, hair & beauty and educational panels from leading industry experts.

This is all very exciting, and has caught the attention of numerous brands and retailers who value their partnership with London Fashion Weekend, such as Vodafone, Canon, Lavazza, Sunglass Hut, Triumph, M&S, Toni&Guy, Maybelline, and Swatch.

The DMA’s Brand Activation Council (BAC) will take a look into the world of fashion and explore how effective the Vodafone London Fashion Weekend partners are at connecting with and engaging people to drive participation, affinity and sales through its brand partnerships. We’ll be looking at consumer touchpoints, brand activity in retail, experiential activity at LFW itself, digital and social. We are hoping to see some great examples of consumer engagement.

Hopefully, we’ll get a better understanding of whether the Vodafone London Fashion Weekend presents a strategic platform for brands to connect with people now and in the future, driving value and growth, or will it prove to be a necessary add-on to the British Fashion Council’s industry focused London Fashion Week, also supported by the likes of Vodafone and Canon.

On the eve of the London Fashion Weekend, we are yet to hear from any of the partners through their digital sign-ups, but have been in touch with some of the brands direct who have shared some insight. We will share this along with our own experiences over a series of blogs over the coming weeks.

We’d love to hear from anyone who is involved or attends London Fashion Weekend. Tell us about your experience and role the partners played, and whether you came across any great activations.