talon generator - february 2017 · • £10.7bn spent on fashion online in 2014 • the british...

FOR A LANDSCAPE OF POSSIBILITIES

17TH - 21ST FEBRUARY 2017


THE BRITISH FASHION INDUSTRY

• £26bn direct contribution to the UK economy• £10.7bn spent on fashion online in 2014• The British fashion industry is worth 2.2% of the

UK’s overall GDP•Contributed £32.2bn in sales towards the

British luxury goods market in 2013• 797,000 jobs supported by the UK fashion

industry• The UK is the third-largest fashion employer in

the EU

Sources: Oxford Economics, Mintel, Frontier Economics, Crunchbase

The British fashion industry is seen as a staple brand for many of those around the world and is regarded as one of the UK’s prime exports


OVERVIEW

• London Fashion Week (LFW) is a clothing trade show held in London twice a year.

• Traditionally held in February (Autumn/Winter collections) and September (Spring/Summer collections)

• Britain’s longest consumer fashion showcase –2017 will be the 63rd year.

• A ‘fashion week’ allows designers, brands and ’houses’ to display their latest collections in runway shows for buyers and the media to observe the latest trends.

•Collections displayed at fashion weeks are then typically mirrored by High Street brands.

• LFW is considered one of the highest profile fashion events in world, and one of the ‘big four’ catwalks along with New York, Milan and Paris.


THE SCALE OF LONDON FASHION WEEK

Sources: BFC, Google

£160m media coverage on

LFW each season

£100m of orders placed during

LFW

350,000 mentions of #LFW pm

twitter during AW15

400% rise in watching LFW

content on YouTube in the past two years

196 countries watched LFW live streams during SS15

120,000 images tagged #LFW on Instagram during

AW15

32,000 hours of LFW content

watched in the UK, and 28,000 hours in the US

Over 5,000 visitors attend each

season

71 countries represented by visitors to LFW

25% y-o-y rise of searches for LFW with a 65% y-o-y

rise in mobile search


LFW DRIVING MEDIA SPEND

0

10,000,000

20,000,000

30,000,000

40,000,000

50,000,000

60,000,000

70,000,000

80,000,000

90,000,000

100,000,000

Jan-

13

Feb-

13

Mar

-13

Apr

-13

May

-13

Jun-

13

Jul-1

3

Aug

-13

Sep-

13

Oct

-13

Nov

-13

Dec

-13

Jan-

14

Feb-

14

Mar

-14

Apr

-14

May

-14

Jun-

14

Jul-1

4

Aug

-14

Sep-

14

Oct

-14

Nov

-14

Dec

-14

Jan-

15

Feb-

15

Mar

-15

Apr

-15

May

-15

Jun-

15

Jul-1

5

Aug

-15

Sep-

15

Oct

-15

Nov

-15

Over the past 3 years media spend for clothing, accessories, make-up, fragrances, skincare and jewellery have peaked during fashion week periods


LONDON FASHION WEEK: AN INTERNATIONAL EVENT

• 71 countries represented by visitors to LFW• 196 countries watched LFW live

streams during SS15• The UK is highly rated by foreign

nationals as a global fashion leader• As a result people intentionally

visit the UK to shop for fashion and to visit LFW• The fashion industry’s tourism

impact equates to 0.5% of total tourism spend (£98 million)• Indirect spending associated

with LFW in 2009 amounted to £33 million

Sources: BFC, Visit Britain


DIGITAL OOH AND LUXURY FASHION BRANDS – THE PERFECT MATCH

• The ‘premium spots’ in OOH are large, premium, digital, and dynamic sites

• They reach large, more engaged audiences

• They take value from the context in which they’re seen

• They offer advertisers creative licence


PREMIUM DIGITAL OOH ADDS VALUE TO ADVERTISING MESSAGES

+ EMOTIONAL RESPONSES+ 50-60% CAMPAIGN RECALL+ 30-40% EFFECTIVENESS

LARGE PREMIUM DIGITAL DYNAMIC


EXAMPLES


BRITISH FASHION COUNCIL PARTNER WITH MAYBELLINE TO STREAM LIVE FEEDS FROM LONDON FASHION WEEK

http://www.oceanoutdoor.com/ocean-news/case-studies/dooh-spreads-fashion-week-glamour-nationwide/


RALPH LAUREN LIVE STREAMS LFW VIA PERISCOPE ON ONE PICCADILLY


OOH AND LFW – TOPSHOP

For LFW AW16 Topshop teamed with Twitter to display real-time trends from the event as they emerged to allow shoppers to buy goods in real-time – customers were then able to tweet a trend hashtag to receive a curated shopping list


OOH AND LFW – HUNTER

In 2015 fashion brand Hunter dominated Ocean’s GRID network to live stream their catwalk. Digital screens were also WIFI enabled to drive audiences towards their website


OOH AND LFW – SPONSORED CONTENT

For LFW SS15 London Underground commuters were treated to daily highlights across Exterion’s XTP network. Exclusive footage from the runways allowed fashion-conscious commuters to catch a piece of the action en route with the highlights package being sponsored and branded by Maybelline


OOH AND LFW – VOGUE.COM

In 2012 Vogue.com promoted LFW content under the banner ‘Fashion As It Happens’ – providing daily content highlights, exclusive behind the scenes footage and commentary on premium digital screens close to Westfield London


OOH AND LFW – BURBERRY

In 2012 Burberry ran a live countdown clock on digital inventory across London. On show days, live content was streamed across screens and photographs were tweeted onto the Cromwell Road ‘I’. Post fashion show, there was a roundup across screens in Heathrow T5.

talon generator - february 2017 · • £10.7bn spent on fashion online in 2014 • the british...

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