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The London Fashion Week is one of the most awaited dates in the calendar for fashion enthusiasts in the UK. This fashion spectacle runs from 16th to 20th September. This clothing trade show completes the Big Four Fashion Weeks, together with New York, Paris and Milan. LFW is a biannual event that happens in February and September each year.
London Fashion Week Background
Founded in 1984, the London Fashion Week is organised by the British Fashion Council (BFC) for the London Development Agency. The Department of Business, Innovation Skills works hand in hand with the agency. It not only boosts the UK’s fashion industry, it also benefits taxpayers. The domestic market value of the fashion industry in the UK is estimated at £66 billion. London is historically the first city to ever host Fashion Week in the world.
The current sponsors of the LFW are Mercedez-Benz and Toni & Guy. Over 5,000 buyers, celebrities, trendsetters, and members of the media attend this prestigious event. The classy Somerset House, Central London is where the magic happens. It graciously hosts the wonderful runway shows with stunning models strutting the upcoming fashion trends.
Technology’s Impact on the London Fashion Week
London Fashion Weekend, a retail event open to the general public, immediately happens after the LFW at the same venue. However, there are a lot of people who would rather attend the more high fashion LFW. Truth be told, the LFW is such an exclusive and high-end event. Thankfully, with technological advancements, the doors have been opened for everybody. In fact, the LFW was the first Fashion Week among the Big Four to broadcast their shows live online. This transpired in the Spring of 2010. Live streaming has now become a big part of all major fashion shows around the world..
Aside from this, an abundance of mobile applications and online sites currently offer a glimpse of the shows. Fashion brands know the importance of reaching out to their clients and apps play a big role in doing so. It could create brand loyalty and boost sales to both local and global brands. In this fast-paced world of technology, buyers need not be physically present to see the pieces. Fashion apps also allow clients to access thousands of collections with millions of runway looks. Although some still prefer the actual experience, this is definitely a smart way to revolutionise fashion to reach more clients. Geographical limitations are no longer an issue.
Social media have made brand-consumer connections so much stronger. As new products are on the runway, real-time updates are shared through Facebook, Twitter, Instagram, and other platforms. Celebrities, designers, models, and VIPs post live updates as the action in the catwalk happens. This enables their millions followers to view what is currently happening.
Integrating technology has indeed provided a myriad of benefits to both brands and consumers. It allows spectators to interact and provide instant feedback. Despite not being able to be in front rows next to celebrities, fashionistas get a first glance to next season’s trends.
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