By Martha Farrell, Senior Account Manager
London Fashion Week (LFW) is the biggest event in the fashion industry in the UK. Held twice annually (in February and September) and boasting shows by some of the biggest brands in the industry such as Versace and Burberry, it is one of the “Big Four” fashion weeks along with New York, Milan and Paris. These events give brands the opportunity to showcase their latest collections, enticing editors and consumers.
For the performance channel, this presents a unique challenge for advertisers, as there is lots of excitement around the products, but most cannot be purchased by their customers at the time of the event. Advertisers must therefore promote rich and product-focused content that inspires consumer interaction and brand engagement – resulting in customers purchasing different product ranges that are available at the time of the show.