Europe United Kingdom, , , , , , , , , , , , — February 19, 2011 11:58 — 0 Comments

What your brand can learn from London Fashion Week 2011

What can your brand learn from London Fashion Week 2011?

London is in the midst of London Fashion Week 2011 and The British Fashion Council (BFC) is not just showing up Fashion Week committees around the world, they have a thing or two to teach any brand.

The BFC decided 2011 was the year they took the London Fashion Week experience to the people. But how did they include the general consumers in an experience normally set aside for A-listers without diluting the prestige of the event?

Enter stage right, Twitter, LED Screens, Microsoft Tag Technology, YouTube and the famous 32m digital screen at Piccadilly Circus.

Harnessing the captive audience power of the London Tube system, the BFC is spreading the word through screens in the Underground, screening daily video highlights via the

The BFC is also using an outdoor LED screen in the courtyard of Somerset House, a London icon, where the public will be shown live streaming of the shows and daily highlights.

They have also been tech savvy enough to incorporate mobile into their marketing mix by using Microsoft Tags on the big screens, posters and flyers. Just like QR Codes, Smartphone users can simply snap the image to get real-time show and event schedules.

Add to this already impressive marketing mix the power of a YouTube channel presenting the world show highlights and you have some exceptional market penetration.

If all of this wasn’t enough, I have to agree that hijacking the world famous landmark 32m digital screen at Piccadilly Circus is the icing on the cake. The Burberry Prorsum show will be streamed live on this instantly recognisable, London screen, which incidentally is a world first for any fashion brand.

If you are planning a campaign, take note from the BFC and think big. Think, integrated! Bring your social media, outdoor, traditional and mobile all together for an enhanced consumer experience.


About the author

Kohlben Vodden has written 11 articles for

I’m the founder of and specialise in new media and emerging technologies. My expertise in digital advertising, marketing and PR spans 20+ countries.

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