So, just coming back from another #NYFW and seeing a slew of posts of people complaining how “mainstream” its gotten, I was super happy to see that London feels the opposite. London brands and designers alike are seeing #LFW as an opportunity to speak directly to the consumer, which is awesome in my mind, since ultimately if a consumer doesn’t like it, they won’t buy it. Buyers and editors can love it all they want, but if ultimately people are not buying the product you make, then your business wouldn’t thrive.
I don’t see a ton of US brands embracing NYFW that way. Some do, yes, but a great example is this recent email from Net-a-Porter that fully encompasses everything London Fashion Week. From rich cinemagraphs to elegantly layed-out Editor picks, and live social media updates from the shows, this email really tries to get consumers and fans engaged with the fashion week celebration from every angle.
Content distributed through Instagram, Twitter, and other social networks is really what the British Fashion Council is relying on and Topshop, Burberry, Net-A-Porter, and Matthew Williamson are all in making #LFW a splash on the digital map. Well done.