|Fashion Week inspires branding and sponsorship opportunities|
|Wednesday, 19 September 2012 13:21|
Fashion Week does not naturally attract chocolate and candy manufacturers. But Vodafone and Kinder Bueno will couple chocolate with a free massage for a combination no woman could possibly resist at London’s Fashion Week.
The Bueno Lounge will debut on 20 September at Vodafone’s event at Somerset House in Kinder’s second-ever Fashion Week sponsorship. Kinder’s sponsorship also includes a promotion on their product packaging with clothing prizes for a Facebook contest. The Fashion Week branding drive has been undertaken to appeal to Kinder’s target 25-34 audience. This, alongside the new ‘Indulgence, lightly done’ campaign, are meant to redefine Kinder as an adult, not a kids’ brand.
Fashion Week itself has undergone a rebranding by Music in which the pictorial branding of the past has been replaced with an iconic pattern for all official London Fashion Week products and documents.
“London Fashion Week is the leading fashion week in the world, and we realised that to maintain that position we had to do something a bit different,” senior creative at Music, Adam Rix, says.
Burberry launched an immersive digital experience at the grand opening of its global flagship on 14 September in preparation for Fashion Week. The massive Regent Street store is outfitted and designed to look like a physical website.
Samsung, not to miss a step since the Olympics, is the official technology partner of London Fashion Week, hoping to cement the link mobile technology and social media and the fashion industry.