You may be aware that London Fashion Week for Autumn/Winter 2016 recently closed it’s doors until next season and as always an impressive array of brands and designers have been showcasing their creative work. If you didn’t know that already, you fall firmly into those brand’s target market.

London Fashion Week (LFW) is the jewel in the British Fashion crown that carries a huge amount of gravitas for the industry. But, if you’re outside of that space as a consumer you may have missed some things. As a studio that has a growing number of fashion clients, we’re keen to show what we do as a studio for our clients in the fashion industry around opportunities such as LFW, and how other brands are leading the charge as well.

So, here’s 3 brands that we can all take note of.

1. Burberry

Burberry AW16 LFW

Taking note of today’s fast paced customer, whose life is heavily influenced by ‘On Demand’ consumerism and accustomed to services in the fashion industry like social purchasing and same day collection, London based fashion brand Burberry have ditched traditional seasonal range allocations and made their clothing instantly available as soon as it’s showcased on the catwalk. Previously, catwalk exclusives would only be available to the rich and influential but now, we can all get our mitts on the brand’s gorgeous creations.

Christopher Bailey, Burberry’s CEO and creative boss said:

You can’t talk to a customer and say, ‘We’re really excited, we’re going to stimulate you and inspire you, but you can’t touch it or feel it for another six months.

Teamed up with future strategies that the brand has hinted at, such as live social media campaigns talking about the clothing as they’re showcased on the catwalk, Burberry definitely know how to strike when the iron is hot.

2. Mulberry

Johnny Coca

Hailing from sleepy Somerset in the South of England, Mulberry (who started producing leather bags in 1971) now boast a range of male and female fashion across footwear, leather accessories and luxury handbags. The brand appointed Creative Director, Johnny Coca from Paris Fashion House Céline in 2014.

Running up to the Autumn/Winter LFW 2016 Week, Coca has been leveraging social media by teasing the new Mulberry brand on Instagram and getting fans engaged before the launch of the new ranges on the catwalk.

3. Clarks

‘Brandar Lo’ Christopher Raeburn for Clarks Boots

You may just know Clarks for kids’ shoes and ‘comfortable’ footwear for the older generations, but the British shoemaker (established since 1825) are very established in creating well crafted and considered footwear. With staple styles like their mens desert boot, Clarks have built on their heritage and loyal following with practicality.

The brand has collaborated with fashion innovator Christopher Raeburn, whose core style revolves around re-appropriated military fabrics. Raeburn is debuting the collection at LFW 2016 and the collection is available for pre-order on the Clarks website, with some very attractive visual collateral being shared on social media.

Summary

Every brand featured in the above summary has one common thread, they know their market inside out and based on either style progression or consumer trends, are reacting to what their customer wants. In short, get to know your buyer. If you listen, they’ll tell you what to do…