London Fashion Week: la macchina perfetta per promuovere il brand UK

Era il 1984 quando per la prima volta si accesero i riflettori sulle passerelle della settimana della moda londinese realizzata by British Fashion Council. Ben trentadue anni dedicati alla valorizzazione del talento creativo britannico esportato energicamente in tutto il mondo grazie anche ad una impeccabile promozione sempre all’avanguardia. Anni di costruzione e impegno costante che hanno consegnato all’industria della moda mondiale certamente una delle vetrine più accattivanti e meglio rodate per i consumatori. Non è un caso che la London Fashion Week (LFW) sia considerata una delle “Big Four” dell’intero sistema fashion, insieme a quella di New York, di Milano e di Parigi. Basti pensare che la proiezione dell’ultima edizione, svoltasi dal 19 al 23 febbraio – la 63esima per l’esattezza – ha raggiunto 35milioni persone in UK, grazie ad un sistema capillare di installazioni e schermi dislocati in tutto il Regno Unito.

LONDON, ENGLAND – FEBRUARY 22: Nicholas Hoult (L) and Rosanna Hoult wearing Burberry at the Burberry Womenswear February 2016 Show at Kensington Gardens on February 22, 2016 in London, England. (Photo by Gareth Cattermole/Getty Images for Burberry) *** Local Caption *** Nicholas Hoult; Rosanna Hoult

Un segnale molto forte questo che, se per un aspetto ne ha sottolineato la portata dell’investimento nella comunicazione del brand UK, dall’altro ne ha raccontato la minuziosa progettualità volta ad aggredire sempre più il mercato globale. “Se Settembre 15 (Stagione Spring/Summer, Primavera/Estate) è stata la stagione del cambiamento, quella di Febbraio 16 (Stagione Autumn/Winter, Autunno/Inverno) è stata sicuramente quella della crescita” – ha dichiarato Caroline Rush CBE, CEO British Fashion Council. Affermazione avvalorata dal fittissimo e ricco programma di quest’ultima edizione che, sin dalla prima delle cinque giornate di kermesse, ha proposto nella nuova “casa” polifunzionale di Brewer Street Car Park di Soho, eventi e shows di altissimo livello.

83 i brands in mostra con le Collezioni Donna Autunno/Inverno; tra questi: Alexander McQueen (la sfilata più attesa della LFW AW16); Belstaff; Burberry; Paul Costelloe; Paul Smith; Peter Pilotto; Topshop Unique; Vivienne Westwood. Catwalks Show e Presentations di stilisti di fama mondiale, acclamati da un numeroso pubblico di “fashion addicted”, hanno celebrato le novità della stagione più fredda dell’anno.

Ma quali sono le principali tendenze dal fronte londinese? Eccone alcune: i pantaloni “classici” da indossare sotto l’abito o la gonna; gli scaldamuscoli fashion al posto delle calze o leggings; la “giacca da camera” rivisitata; gli abiti in patchwork e nell’intramontabile tartan scozzese, nei colori vivaci del giallo, del rosa e del verde; la giacca tipica dello smoking al femminile per un ritorno all’eleganza sobria e gli abiti da sera impalpabili, in chiffon con tante paillettes e pizzo. E i colori tendenza? il bronzo, il dorato, il verde, il turchese, il rosa e il nero senza tempo.

Di Katya Marletta per DailyMood.it

THE BRITISH FASHION INDUSTRY BY NUMBERS

LONDON, ENGLAND – FEBRUARY 22: Suki Waterhouse wearing Burberry at the Burberry Womenswear February 2016 Show at Kensington Gardens on February 22, 2016 in London, England. (Photo by David M. Benett/Dave Benett/Getty Images for Burberry) *** Local Caption *** Suki Waterhouse

• £27billion worth of womenswear (RTW) sales in the UK in 2015. This figure is predicted to grow 23% by 2020 to £32billion (Mintel, 2016)
• £26billion direct contribution to the UK economy (GDP) from the UK fashion industry, up from £21billion in 2009 (Oxford Economics, 2014)
• £1million worth of pro-bono support provided to BFC designers by BFC partners and mentors with over 10,000 hours of support provided in 2015
• 797,000 jobs supported by the UK fashion industry (Oxford Economics, 2014)
• £12.4billion spent on fashion online in the UK in 2015, up 16% from £10.7billion in 2014 (Mintel, 2015)
• 68% of UK internet users buy clothing and footwear online (Mintel, 2015)
• 29% of total spending online is on clothing and footwear, up from 13% in 2011 (Mintel, 2015)

LONDON FASHION WEEK BY NUMBERS

• 35million people across the country will see LFW content on 60 outside screens in a collaboration with Ocean Outdoor (on screens today)
• 2million weekly visitors to Piccadilly Circus  where LFW content will be screened on the Curve screen thanks to Land Securities over the five days of LFW
• 503,404 mentions of #LFW on Twitter during LFW SS16 in September, up 44% since AW15
• 200,000 copies of The Daily, the official LFW broadsheet, are distributed around London during LFW
• 113,348 images tagged #LFW on Instagram during LFW SS16 in September
• 45,608 requests since LFW SS14 for the Amex Insiders, the ultimate LFW on-site service team
• 32,000 miles driven between shows by Mercedes Benz chauffeurs
• 30,000 Lavazza espressos served and 200kg of Lavazza coffee beans used
• 25,000 packs of PROPERCORN eaten
• 20,000 bottles of Evian Water to be drunk at LFW SS16
• 11,150 Official LFW Tote Bags designed by House of Holland in collaboration with Sunglass Hut
• 8,000 stickers available at Brewer Street Car Park featuring designs by NEWGEN designers
• 5,000 HIX FIX Cocktails to be served
• 5,000 copies of ES Magazine read at LFW
• 2,000 Scavi & Ray piccolo bottles served
• 500 cans of label.m Hairspray used backstage each season
• 240 tickets to LFW given away to consumers exclusively by Sunglass Hut
• 225 makeovers in the Maybelline Lounge
• 180 hours manned on the Swatch LFW Timeline
• 152 countries viewed live streams in SS16 in September
• 80 designers from 24 countries showing as part of the International Fashion Showcase at Somerset House
• 51 designers are presenting their AW16 collections with a catwalk show
• 51 love hearts on each Lavazza x Ryan LO cup
• 35 hair appointments for VIP press in the TONI&GUY Fashion Fix with label.m each day
• 32 designers are hosting a presentation to display their AW16 collections
• 25 designers gifted a selection of shapewear and seamless lingerie by Triumph
• 16 countries represented by guests staying at The May Fair Hotel
• 15 Amex Insiders on-site at London Fashion Week
• 8 podcasts featuring the NEWGEN designers available on the Topshop online LFW hub
• 7 London tastemakers partnered with Sunglass Hut for LFW in February
• 3 films supported by Fashion Film sponsored by River Island this season: Dorateymur, House of Holland and Sibling x River Island
• 3 sunglass collections from British designers (Alexander McQueen, Preen and House of Holland) introduced into key Sunglass Hut London stores and online to celebrate LFW
• 2 Sunglass Hut branded Official LFW buses to transport press & buyers between shows and presentations
• 2 #Diveintofashion photo booths in the Sunglass Hut pop-up at Lights of Soho
• 2 live artists available for personalisation of 1,500 exclusive Sunglass cases at the Sunglass Hut spaces at Brewer Street Car Park & Lights of Soho
• 2 kitchens provided by The Store at Brewer Street Car Park during LFW