CHALLENGE
To establish Graduate Fashion Week as a credible event on the international fashion calendar, help secure / retain funding from title sponsors year on year and consistently grow press coverage year on year.
SOLUTION
Our strategy focussed on making the event more experiential and involving international industry icons; including Christopher Bailey, Daphne Guinness, Jefferson Hack, Alber Elbaz (Lanvin), Kim Jones (Louis Vuitton) and Victoria Beckham. We also built meaningful partnerships with influential media titles, aspirational brands and carried out research to create new news and support editorial coverage.
RESULTS
We helped secure and retain title sponsorship from River Island (7 years) and George at Asda (3 years) and built the event’s yearly press coverage from £635,444 to over £2.5 million (EAC). In 2013 we secured 14 features in national newspapers and consumer magazines. Today the event is seen as a firm fixture on the international fashion calendar.
