Innovation is the motto for London Fashion Week

              

Don't you just love getting an inside scoop of what’s “in” and what’s “out” of the season?. For all you fashionistas out there, although September is coming to an end, it is still here! This is by far, the most important month for fashion week because last week, you did not only see New York, London, Milan, and Paris showcase the spring and summer fashion collections, but you, my fashionista friend hopefully became part of this adrenaline. Aside from New York, Milan, and Paris, London is also known for its fashion phenomenon so for all you Londoners out there, the excitement for London Fashion Week (LFW) must have been "a good girl gone bad" experience, right?! Certainly, LFW always gives its best in British fashion, but every year, the British FashionCouncil (BFC) is on a mission to continue improving this admiring reputation. Overall, they want to create a unique experience that allows customers and fans to become part of global fashion trends.

Innovation is essential to promote success within an industry, particularly the fashion industry. According to a BBC news article, the Chief executive of the BFC, Caroline Rush informs the audience that for the first time this year, they gathered with Oxford Street along with countless flags to celebrate the fashion streets. Of course, with London’s eclectic design continuing to rise, they extended LFW to London Fashion Weekend and invited Londoners to expose their unique fashion styles. As we all know, the social media played and continues playing a significant role to LFW because the blogging, the Twitter feeds, the Instagram pictures, hashtags, and videos promoted such enthusiasm and it was the main thing that was talked about during that week.

During early February of this year, British multinational fashion brands such as, Topshop fulfilled LFW's goal of providing us with an innovative experience first. Aside from September, February is also considered an important month in fashion week because it showcases the fall and winter collections of the season. For this year, it showcased the 2013 fall and winter fashion celebration.

The fashion news article, Topshop Partners with Google for LFW Show uses three multimedia components, which include print, video, and interactive elements to address the innovation behind LFW.  Overall, the print section focuses on Google’s innovative and accessible creation with Topshop that introduces a “state-of-the-art” camera also known as a model camera, which gives us the opportunity to watch the 2013 fall and winter collection and other upcoming collections from either a model or make-up artist’s perspective. This section also includes a quote from the Google+ global marketing director, Marvin Chow who informs the audience about how excited he is of bringing this experience to fans. Chow acknowledges that partnering with Topshop brings the best of both worlds because with the Google technology and the help of the models and designers, they are able to create an unimaginable experience.

The print section informs us of who wears the model camera, how is it worn, and where is it set. In addition, it emphasizes the innovative process behind this experience by allowing people to not only watch the live catwalk fixtures on Topshop’s YouTube channel, but on Google+ page too. As any other innovative creation, the last part of the print section reveals that it is an economic benefit for both enterprises. An app called a “be the buyer app” allows all customers and fans to create their own fashion closet based on the catwalk collection. In addition, there is a “Google be the create” app video chat that gives a backstage view and provides a question and answer from the designers and its team.

The video section includes a catchy song called “Shake, Shake, Shake” by Bronze Radio Return, which to a great extent, promotes an unprecedented bliss to the video. A song that catches our attention is necessary to invite us in to this Google+ and Topshop community experience. Unlike the print section, Topshop reveals their extraordinary reputation for having 2 million live runway views in 100 countries. In addition, it shows us where the innovative home for LFW is located and how the model cam works. It also gives us directions on how to access the Topshop’s Inside-Out bloggers’ website so that we can encounter up-to-date blogs. On the website, the spring and summer collection is revealed along with the “designer themed deck chairs and chirp lined garden areas where guests are able to pickup [everything that is going on].”  You can also come across the 2014 spring and summer catwalk of last week's premier.

It is interesting to see that in just two minutes, the video reveals most of the 2013 fall and winter collection. More importantly, it shows the audience how to win tickets to see live upcoming runway shows, gives an insight of the G+ photo booth on Oxford Street, and access to watch celebrities, fashion editors, and bloggers on G+.

The interactive section provides the audience with a Twitter, Facebook, Google+, and comment section that allows fans to share it. While exploring the fashion news article, there were only three comments. One comment included information on the LFW after party, who hosted it, the price of the cocktail tickets, and what it included. As I kept exploring, I noticed that there was not an email section, which to some extent, impacts its social media aspect.

Overall, the print section gives the audience links and access to the Topshop’s website and their goal as a company, the LFW extravaganza, and the names of famously Topshop models such as, Cara Delevingne, Jouran Dunn, and Rosie Tapner. Although not in its entirety, it also provides the outline of Topshop and Google’s innovative process.