As one of the biggest dates in the calendar for the UK fashion industry, London Fashion Week (LFW) attracts numerous advertisers and press – including digital influencers and publishers. The event offers a variety of opportunities to connect with potential consumers.
PerformanceIN caught up with Tania Bunic, fashion specialist at Affiliate Window, to find out how advertisers, publishers and influencers can make the most out of the upcoming London Fashion Week.
Could you start by telling us how advertisers should approach affiliate marketing in the run up to fashion week?
Tania Bunic: In order to maximise the traffic influx to publisher sites during LFW, advertisers should prepare and approach a selection of suitable publishers at least one month ahead of the shows. Dressing bloggers that are attending LFW is a nice way to create authentic content and exposure for brands around the busy fashion month. Paying for sponsored content will also let brands select their own deadlines to make sure publishers deliver on time. Focusing on trend guides and what clothing items are trending for specific advertisers during the fashion month should be communicated to publishers in order to maximise the affiliate activity and performance.
What’s the benefit of using content and blogging affiliates for fashion advertisers in particular?
TB: Originality of the content and influence over the publisher reach are some of the most important benefits to using content sites. Also making sure that the brand’s message is communicated in an authentic way. Brands can also use images from LFW on their social media channel.
What advice would you give to publishers looking to strike up last minute deals with advertisers?
TB: Reach out to brands to let them know that you are attending shows and that you would be interested in wearing their clothes. It’s also recommended to include media packs within the publisher’s reach and demographics so that brands have an idea of the exposure that they can expect in return.
And how, in your opinion, can advertisers identify the right influencers for their brand?
TB: Brands can use Instagram to determine which influencers are promoting them organically already to then reach out and start building a relationship. Furthermore, brands should already have a list of influencers that truly represent their brand that should be utilised during the key dates every year. Affiliate Window’s publisher services team has extensive lists of bloggers that fit various categories and can provide these lists to brands if required.
Finally, with social media being an inseparable element of LFW, are there any trends or platforms that advertisers should be looking to capitalise on in 2017?
TB: Instagram Stories and Live is a great way to connect with the audience and take them to the shows with you. Also showcasing beautiful images of the influencers outfits on their Instagram is a perfect way to provide their following with the inspiration.