In London, on 3-4th November, a new press concept will witness its launch for the fashion industry by the name of Fashion Press Week (FPW). The Saatchi Gallery will showcase Spring/Summer 2011 collections to the fashion press across all sectors of the fashion arena.
FPW’s priority is to ensure brands retain exclusivity whilst effectively communicating their core brand ethos to the media. The event will host a cross section of designer and high-street brands from multiple retailers, department store groups, independent retailers, wholesale labels and online retailers across multiple product categories under one roof.
Sam Fearn, Managing Director of Fashion Press Week says: ”Each season the press are invited to over 500 press days with up to 40 running on the same day. This makes it an incredulous task for the media to see all the brands they want to review. FPW will allow editors to leisurely review some of the world’s most established retailers in one central London location using bar code scanners to request the products they require for their upcoming shoots. For brands it means they can retain their independence but ensure they are seen by the key press and industry players.”
The new press initiative will also offer a platform for product call-ins and work with barcode scanners system. Fashion Press Week will be launched in other fashion capitals including New York, Milan and Paris. A second show in May 2011 at The Saatchi Gallery will launch Autumn/Winter 2011 collections.
Fashion Press Week will look after the press attendance, planning and logistics. Key international editors will be flown into the event and the regional press will be brought down to London to view the collections and meet the key PR teams.