London Fashion Week to launch first branded product line

The British Fashion Council is partnering with Toni&Guy to launch London Fashion Week’s (LFW) first branded product line in a bid to increase awareness of the annual even abroad.

LFW-Product-2013_460
BFC organisers are hoping LFW’s first product line can lift awareness for the annual event.

The tie-up will see the LFW logo appear on the haircare brand’s “label.m Professional Haircare” range when it launches in the UK this September. It will then go on to be sold in over 5,000 Toni&Guy and label.m salons across 41 countries during 2014.

It builds on a partnership first formed in 2004, when Toni&Guy became a LFW partner, and will be promoted through the hairdresser’s ongoing sponsorship of the event alongside online and in-store activity. Additionally, the venture will help highlight Toni&Guy’s 50th anniversary.

Caroline Rush, chief executive of the British Fashion Council (BFC), says the deal marks a “turning point” in the way the organisation has previously operated and will help increase international exposure and revenue opportunities in the coming months.

She adds: “This commercial collaboration marks a turning point in the way we have previously operated. By rolling out an exclusive branded product, we will be directly engaging with the consumer and sharing the London Fashion Week ‘behind-the-scenes’ expertise with the global market.”

The BFC has previously opted to strike more content-led deals with publishers and traditional sponsorship deals around LFW. It is hoped that by giving the brand a physical presence it will accelerate plans to take it to a wider audience and boost revenues. 

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here