LMFF takes runway to retail…

LMFF 2012 Ambassadors model Nicole Trunfio, and blogger/stylist Micah Gianneli.

As the world’s largest consumer fashion event, L’Oreal Melbourne Fashion Festival has put the Victorian precinct on the global map. The LMFF primary focus is to make fashion accessible to the public, break down the usual elite A-list barriers that are usually associated with a fashion show and open it directly to the end-user which also happens to be the most important person of all in the fashion industry – the consumer. This shift in focus is more relevant than ever as retailers feel the strain of rising rent, the perpetual sale cycle, an Aussie dollar that has hit parity with the greenback and continues to climb, and the online vs bricks and mortar phenomenon.

In a bid to continually evolve the festival and move with the needs of Australian fashion designers, retailers and consumers, in 2012 the Festival will show its ongoing commitment to support the industry through an exciting new tool that will allow consumers to act on their retail desires immediately after their LMFF runway experience. In a user friendly format both online and via mobile (ASOS have a total of 10% of their sales coming from their newly launched mobile app) the development of this unique “Shop the Runway‟ platform will enable customers to access imagery, video and stockist information post-show and share their favourite looks across social media.

This “Shop the Runway‟ tool will launch for the first time at LMFF 2012 in March and will continue to evolve in coming years to serve a multitude of “bricks and mortar‟ and online retailers.

For more information on Shop the Runway at LMFF visit, www.lmff.com.au

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