Brand Postcard: London Fashion Week

Posted by: Line Up on September 18th, 2014 IN Experiential marketing

marketing at london fashion week 2014 1

For what was once exclusively a trade event, London Fashion Week has grown into an international celebration of fashion with more ways than ever for the public to join in the festivities. This year, it was all about how London Fashion Week moved with the times and incorporated digital elements; the live streaming and #LFW digital talks on Twitter were just two of many digital advances LFW has made to involve fashion fans around the world.

So in line with London Fashion Week’s digital advances, brands have also upped their game in digital marketing surrounding the event. And it’s clear you don’t have to be a fashion brand to get on board with London Fashion Week.

FIAT

marketing at london fashion week 2014 2 FIAT

Thanks to its quirky 500 model, FIAT has successfully aligned itself with the fashion world; effective branding and marketing has rendered the FIAT 500 the ultimate fashion accessory amongst the hip and trendy. Capitalising on this, the automotive brand orchestrated an engaging design-based digital campaign during London Fashion Week. Piggy-backing LFW’s celebration of designers, FIAT allowed its customers to be designers for a day; the brand created a fashion site and app, where visitors could customise their very own FIAT 500 model.

Reinforcing its alliance with the world of fashion, the brand also launched the ‘You Wear’ app last year. The app analyses your tagged Facebook photos to discover what colour you wear most, what that might mean about you and your perfect Fiat 500 match out of the half a million custom specification combinations available.

marketing at london fashion week 2014 3 FIAT

MICROSOFT

marketing at london fashion week 2014 4 MICROsoft lumia

Building on its involvement last year, when the brand premiered a skirt constructed entirely out of Lumia smartphones, Microsoft Brand Lab created a live screening pyramid in the middle of the catwalk.  The action was fed through 4 Lumia 830s which were positioned at different sections on the catwalk. The idea was to give the viewers the experience of being inside the actual fabric, whilst demonstrating the capabilities of the Microsoft Lumia 830 in a stylish and creative way.

marketing at london fashion week 2014 4 MICROsoft lumia

With its advertising activity (“Honestly – my style matters to me…”) and experiential marketing activations like this, Microsoft is evidently marketing the Lumia models as the ultimate fashion accessories. Thus London Fashion Week was a no-brainer event for the brand to get involved with.


HOUSE OF HOLLAND & METAIL

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In a world first, consumers were able to both watch a live stream of the SS15 House of Holland show, and also virtually try on the clothes at the same time by creating their own ‘MeModel’. House of Holland collaborated with MeTail, a company which has developed the ability for women to try on clothing on their own digital bodies, to grant this unique experience to fashionistas tuning in to LFW from home. This latest initiative enables all women to try on exclusive catwalk designs at the very moment they are revealed to the world. What a way of making your customers feel special!

ADDISON LEE

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In what surely must be another world first, Addison Lee, London’s principal minicab service, capitalised on the very current selfie craze with a custom-made mirrored selfie car. Ideal for those last minute checks of the outfit, hair or make-up, the bespoke taxi’s mirrored finish aimed to ensure the fashionistas arrived picture perfect.  This was guaranteed to have gone down well with the fashion week crowd; the company demonstrated knowledge of that audience and provided them with a unique service at a very unique time of need. This was a nice way for Addison Lee to communicate that its brand and sole purpose is indeed all about providing a useful service.

The company also integrated a social media competition; the first 10 people to tweet its Twitter account with a selfie from the back of one of their cars won themselves a free ride in the high-end minicabs.

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Line Up

Line Up

Line Up is an award-winning, creative communications agency, headquartered in London. We create engaging live and digital brand experiences for internal and external audiences all over the world.

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