London Fashion Weekend 2015: Best Bits
Yesterday, our Marketing team was lucky enough to attend the closing day of The British Fashion Council’s London Fashion Weekend, held at the Saatchi Gallery in London. It was a glamorous affair to say the least, with more fashionistas than you could shake a Fendi pom pom at.
Here’s our round-up of the best bits from the day, featuring expert talks, catwalks, and three packed floors of designer previews.
1) Blogger Talks: Becoming a Blogger with The Frugality (Alex Stedman), The Edited (Erica Davies) and The Lifestyle Edit (Naomi Mdudu).
From a Marketing perspective, probably the most interesting part of the day. Three inspirational women gave their expert opinions on everything blog related, covering topics such as gifting a blogger, how to create an authentic voice, the correct use of the hashtag, and the best photo editing tools (“are Instagram filters uncool?” – collective response: yes)
In the blogging arena, the digital age has certainly given writers something to measure themselves by, given that the influence of blogging has become quantifiable. If an influential blogger posts a photo of some ASOS shoes for example, and then those shoes are bought 250 times in one day, the retail data can’t lie. Digital marketing in the form of blogging is one step closer to pinning down measurable KPIs, which means the profession has a more lucrative feel than before.
SEO was also covered (if you’re not familiar, see “Google search monopoly”). In a nutshell, if your written online content is good enough, original, and has a consistent voice, visitors will come. SEO must be supplementary, rather than a traffic driver.
Perhaps the thought shared most strongly by all three women: growing Instagram followers must be a new priority, as a new wave of Instabloggers (relying on the social medium, hashtags, and photography) use the photo sharing platform to act as their blog, rather than supplying written content as well. Instagram is a big influencer amongst the blogging audience.
Analysis of social media activity throughout London Fashion Week proves this to be true. Some of the key findings, pulled together by eConsultancy, revealed that designers such as Topshop, Burberry, and Vivienne Westwood performed very well across social networks.
Burberry’s Twitter handle (@Burberry) was mentioned the most of any designer, followed by Topshop (@topshop) and Julien Macdonald (@JulienMacdonald).
Topshop had the most Instagram engagement, tallying up over 1.8m likes and comments on its Instagram posts.
Burberry had the largest audience growth on Instagram, with nearly 74,000 new followers thanks to London Fashion Week.
2) Catwalk: Christopher Raeburn
We were honoured to watch the final catwalk of the day, the outerwear collection from British fashion designer Christopher Raeburn, also GQ’s “Breakthrough Designer” Man of the Year. The contemporary collection pictured below is inspired by his “Remade in England” concept, sourcing redundant military fabrics, such as parachutes, to redesign and construct innovative, sustainable “hi-vis”uals.
3) Designer floors
Check out our Go Pro stills across the 3 floors of designer pop-ups, ready to wear collections,…