Ocean is broadcasting live from London Fashion Week (LFW) this season with exclusive content from the shows as well as previews and highlights throughout the five days of events.
Displayed on large format digital screens across the UK, Ocean is building on last season’s successful collaboration with the British Fashion Council (BFC), when it became the first out of home (OOH) media owner in the country to live stream directly from LFW, reaching a reported 11.5 million people.
While OOH might be considered a more traditional advertising route, it’s positioning itself to be considered part of the new wave of digital innovations reshaping the fashion industry. Seemingly there’s never been a better time.
On the eve of LFW (which generates over £100 million of orders each season, contributing to the £28 billion that goes into the UK economy from the fashion industry), Natalie Massenet, chairman of the BFC, commented: “Our designers continue to grow their businesses, embrace technology and innovate. In February, Burberry ignited the movement of ‘see-now, buy-now’, which was seen in NY and will now be seen in London.”
Indeed, numerous British brands are realising the potential to increase revenue by selling direct-to-customer during fashion week, and adopting the “see-now, buy-now” model accordingly. Providers like Ocean, which offer an alternative way of reaching consumers, stand to benefit accordingly.
Ocean CEO Tim Bleakley said: “Our ongoing collaboration with the British Fashion Council amplifies the fact that some of the labels will be showing see-now, buy-now collections. Out of home screens allow designers and retailers to reach and influence significant audiences across the UK.”
Half of Ocean’s 14 screens are positioned outside London, including in Birmingham, Glasgow, Leeds, Liverpool, Manchester and Newcastle.
Before the digital era, LFW was strictly a trade-only affair, bringing collections together in order to be viewed solely by those working in the global fashion industry. With so much change afoot, Ocean is one of many providers who will be looking to capitalise further on this shift to a consumer-facing event, offering brands another channel to reach consumers in real-time.