The catwalk picture of Burberry Fall-Winter 2012 at London Fashion Week is shown above.
London Fashion Week just finished for a while and Milan Fashion Week has already started, followed by Paris Fashion Week. All the fashion weeks in fashion capitals are full of catwalk shows to present designers' collections. It seems to me that it has already been a PR routine for fashion houses to promote their collections, from garments to accessories.
This season, Burberry is the King of fashion shows to draw great attention during London Fashion Week. According to EDITD, the fashion and luxury insight website shows a report "who and what got people talking from the week's shows? " The number one is Burberry, having a long lead on other brands, which is followed by Topshop. (seeing as below) As you can see, all rates of Burberry's shows are far much higher than other fashion brands, which also demonstrates that fashion shows as a successful PR strategy in Burberry.
Especially for top luxury brands, Burberry, for example, believes that catwalk shows play a vital role in fashion industry. A journal The Buberry Business Model written by Christopher Moore and Grete Birtwistle points out that fashion shows are one of the three core strands to the Burberry communication models, along with advertising and editorial placement. As for me, it is a shining PR tactic to gain media coverage and create a buzz. Like Burberry A/W 2012, the featured transparent ceilings, with typical British rain, models hold the umbrellas of the latest design, which leaves a great impression of audience. Yes, the price of the show could be expensive, but it well deserves the wide range of media exposure. You know, no pain, no gains.
Information:
Burberry show online:
http://uk.burberry.com/store/shows/#/aw12-womenswear/show
Moore,
C.M and Birtwistle G, (2004) The Burberry
business model: creating an international luxury fashion brand, International Journal
of Retail & Distribution Management, Vol 32. Pp412-422
EDITD, who and what got people talking from the week's shows
http://editd.com/reports/aw-12-13/london-fashion-week/
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