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INDUSTRY INSIGHTS

  • 9 Feb

London Fashion Week – are you ready?

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It’s that time of year again, when the style-savvy fashionistas of the world descend on London for the much anticipated London Fashion Week (LFW) AW15, returning this year from 20th-24th February. Each day will play host to a wealth of designers, ranging from classic brands to up-and-coming street style.

We surveyed 100 fashion enthusiasts to ask them what’s best about the iconic event, and in Retail Assist style, have created an infographic of our findings:

London Fashion Week Infographic - RA

22% enjoy discovering new designers, whilst 25% of style-spotters love seeing which celebs are on the FROW. Not surprisingly, 53% follow fashion week for the beautiful clothes and accessories seen on the catwalk.

An interesting result from our survey for high street retailers, is that only 8% of participants see LFW as promoting brands that they could actually buy from, with 61% of the opinion that they wouldn’t spend money on such high-priced designers. 31% use LFW as inspiration for their wardrobe: and this provides retailers with a fantastic market to target.

For retailers, why not design LFW-inspired window displays, and feature on-trend items on your website or in-store as being similar to products seen on the catwalk? A LFW style-guide mailer could also work well. In this way, you open up the opportunity for shoppers to buy in to the trend at a price that they can afford, promoting your brand as both on-trend and inclusive.

When we asked which Fashion Week was their preferred event, only 19% chose LFW, whilst 24% prefer New York Fashion Week, and 57% Paris Fashion Week. We can only think it’s due to our terrible weather! But in true British style, we will never let the rain get the better of us.

Here in the Marketing Department at Retail Assist, as handbag lovers, we can’t wait to see what Mulberry has to offer. And it goes without saying that being a Nottingham based company, we’ll be following Paul Smith’s latest collections.

If you’re attending, or milling around London trying to get a flavour of next season’s styles, make sure that you know your real designers from fake names! We’re referring to Jimmy Kimmel’s “Lie Witness” video from New York Fashion Week last year, when he asked stylish fashionistas what they thought of completely made-up designers, then asked them to style out a “Headless Dress”… You can see it here.

What trends are you expecting to see at LFW AW15? Or are you lucky enough to be attending? Tweet us @RetailAssist, using the hashtag #LFW. And if you can’t make it to the event itself, there’ll be a live stream of selected catwalk shows on LFW’s website – a great digital tool.

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