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LFW has a wide variety of partners, but with no clear understanding of the value of a sponsorship of “London FashionWeek” on the uplift in marketing effectiveness for sponsors to openup more commercial partnerships with new brands. MKTG undertook a comprehensive research study focusing on the core fashion audience of females aged 18-44, living in London andwith a high interest in fashion identifying a 3.3million audience. The study looked at three brands and the effect of the London Fashion Week “mark and logo” appearing on retailproducts, comparing to a control sample with no LFW branding. The results identified the positioning of London Fashion Week internationally and in the UK as the leading andinspirational fashion event, as well as its core values to a brand through association – leader, quality and stand out. Ultimately it also showed how using the London Fashion Weekbranding on product could amplify marketing effectiveness by +12%, touching the core audience through engagement, brand trust, positive word of mouth and increased considerationto purchase.

http://www.mktg.com/