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London Fashion Week SS15: A lesson in digital


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Renowned for innovation in digital marketing, London Fashion Week continues to push boundaries for SS15 (that’s spring/summer 2015, for those not up to scratch with the lingo). Taking place 12-15 September 2014, the new season event is bringing more exclusive, front-row content to the masses than ever before.

Live streaming

A record number of catwalk shows are being streamed live on the London fashion Week website, inviting armchair fashionistas to partake in the action and follow the event schedule to catch their favourite screenings. SS15 marks the first time 90% of shows will be streamed online.

#LFW digital talks from a-list designers on the relationship between fashion and technology were also directly streamed from the LFW catwalk tent to the London Fashion Week website.

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Burberry x Twitter

Frontrunners in digital innovation, Burberry again teamed up with Twitter for SS15 with a launch of a Twitter ‘buy’ button. This enabled users of the social media site to directly purchase exclusive nail polishes seen on the catwalk and Burberry perfumes directly from a single Tweet. A breakthrough in e-commerce, the Twitter buy button allows marketers to turn a direct social relationship into sales.

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Hunter Geotargeting

Hunter partnered with real-time video start-up company Grabyo to deliver instantaneous clips from the catwalk to its followers on Twitter.  The 10-45 second clips were geo-targeted by region and climate so only the appropriate Hunter products were advertised.

House of Holland x Metail

In a world exclusive, House of Holland customers were able to create their own ‘MeModel’. This innovation allowed users to ‘try on’ clothing in real-time as it came down the catwalk and pre-order items from the new collection in the right size.

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Exterion Media

Official LFW sponsor Maybelline teamed up with Exterion Media to bring daily video highlights from London Fashion Week to London Underground’s projection screens across 19 zone one stations, including Piccadilly Circus, Bond Street and Covent Garden.

BBC iPlayer

A three-part documentary on London Fashion Week will be available to watch exclusively on BBC iPlayer. The shows will be aired from 16 September and will be available to watch on-demand later.

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BFC Fashion Film initiative

On Monday 15 September, Somerset House played host to an exclusive fashion film premiere from the British Fashion Council and SHOWstudio. Premieres from designers Mary Katrantzou, Jonathan Saunders, Michael van der Ham and River Island were also showcased and streamed online.

BFC x eBay

The British Fashion Council has created a London Fashion Week online shop in conjunction with ebay for a limited time (5-21 September). The online boutique is available to customers across Europe and showcases 11 exclusive items from participating designers, all of which are available to buy without bidding.

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Decoded x Westfield

Decoded Fashion is to take over London’s Westfield shopping centres over the weekend of 20-21 September. Shoppers will able to meet and influence tech pioneers competing to create a new way of enhancing the customer experience for Westfield’s fashion and retail brands.

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