LONDON FASHION WEEK

London fashion week is one of the highest profile fashion events in the world and one of the “Big Four” international catwalk influencers, along with New York fashion week, Milan fashion week and Paris Fashion Week. The event was started in 1984 in West London car park. The bi-annual event is organised by British fashion council and funded by numerous sponsors.

Recently it was sponsored by Sunglass hut, Mercedes-Benz, M&S, Tony & Guy, Top-Shop etc.  It was attended by over 5,000 press and buyers. In February 2015, venue for most of the "on-schedule" events is Somerset House in central London, where a large marquee in the central courtyard hosts a series of catwalk shows by top designers and fashion houses, while an exhibition, housed within Somerset House itself, shows over 150 designers. Whereas in September 2015, event was held in BFC Show Space, BFC presentation Space etc.     

London fashion week implements the use of technology to communicate with consumers. Communications has become a very significant element of London Fashion Week marketing strategies. The use of social media such as Twitter, Facebook and Instagram as well as live streaming has made the event more accessible than ever.

The fashion label Burberry was seen to demonstrate a digital and innovative marketing strategy in February 2014 in London Fashion Week. It embedded digital chips into its clothing which unlocked tailored content when a Smartphone lingered over it. This is just one of many examples of how digital media in fashion industry is becoming increasingly popular in ordered to reach audiences beyond the event.

This year, Top-Shop, Burberry, Vivienne, Westwood are among the 78 designers giving the world a look at their upcoming collections. Vogue editors and fashion maven Anna Wintour, Top-Shop chief Sir Philip Green and veteran trendsetter Alexa Chung were among those in the front row for the 1980s-inspired show. To the strains of The Style Council, models walked the catwalk sporting belted blazers, chunky earrings and leopard print blouses.