We’ve just launched our digital review of LFW SS13’s hottest trends and top designers. Topshop Unique trumping Burberry as LFW’s most talked-about designer isn’t simply chance. Instead, it’s the work of a carefully aligned digital strategy and a very thorough understanding of consumer.
The collaboration with Facebook to create a customisable catwalk hit bulls-eye. 2 million viewers put eyeballs on that range of clothing and Topshop were mentioned online close to 900,000 times in the week. The high street excelled in creating brand, whilst the luxury labels slipped off the radar. As our report shows, the fanbase increases from the month surrounding fashion week were pitiful. Louise Gray came out top with her 8.87% increase (sure, excellent news for her), but not great compared with AW12/13’s growth rates of 27.4% for Jonathan Saunders and 21.6% for Mary Katrantzou. Something is amiss; London’s designers presented a focused selection of garments, but did they let the importance of online presence drop?
However, Kate Phelan of Topshop has total clarity of vision. Her grasp of what the fashion-hungry British woman wants is exemplary, with some feeling her vision is so trustworthy that she doesn’t simply reflect consumer demand, she steers it. Which is why having a premium line is such a gold mine for the high street retailer. The trends she shaped this season are of crisp and linear form, but without stiffness; we’ll be wearing relaxed tailoring in a graphic palette and strong print. Yes there were florals, yes there was sports referencing but this collection veered neither too feminine nor too androgynous. It works because it fits in with our current wardrobe whilst creating a whole new book of lusts. Ka-ching.
Read our report now to gain insight on new season trends and find out exactly what won over consumers. Stay one step (and three months) ahead of the magazines!
Katie Smith
