As the designers, fashionistas, celebrities journalists and bloggers descend in their thousands on London Fashion Week - fresh from the hectic schedule of Mercedes-Benz Fashion Week in NYC - brands are lining up to strut their stuff on the cultural catwalk.
Vodafone is once again the principal sponsor of London Fashion Week, as it aligns itself with the £21B British fashion industry, closely followed by brands from a wide variety of sectors, including American Express, Mercedes-Benz, Canon, Lavazza and Vitamin Water, to name but a few.
Vodafone will be present in both the big events around LFW (Vodafone London Fashion Weekend) and in the finer details (handy phone chargers under the seats); Canon will ferry photographers to and from the shows; LG will provide hands on help with its backstage ‘Steam Team’; and even technology retail chain Currys will be in on the act, touring a designer dress made from HDMI cables across its stores.
Fashion, by its very nature, is an expensive business. With may designers required to stump up in the region of £80K to stage their fleeting catwalk presence, brand sponsorship is something of a necessity, not just in terms of funding the show itself but also in terms of wider PR and awareness.
Likewise, with consumers eager to be brought closer to the things they are passionate about, this lavish lifestyle led sector offers tangible assets for brands that view fashion as more than a mere seasonal marketing accessory.
There has been a seismic shift in the way people shop for fashion over the last few years. And as technology continues to innovate, and digital and social shopping become the norm, brands activating on the fringes of fashion – a sponsorship here, a designer partnership there – have a real opportunity to gain a pivotal role at the beating heart of the fashion ecosystem.
Exclusive FRUKT Insight Report
Interested in unpacking how your brand can benefit from building an entertainment strategy around fashion? Then download our ‘Exclusive NYC Fashion Week Insight Report’, highlighting our pick of the very best brand activations during Mercedes-Benz Fashion Week.