Newly appointed CEO, Graeme Lewsey, launched the new key initiatives for the 2012 L'Oreal Melbourne Fashion Festival at Melbourne's Two Ton Max. The aim is to support the industry and embrace consumers who ensure the future of Australian Fashion.
The LMFF campaign adopts a fresh and vibrant approach to the festival embracing quality and creating a strong sense of community.
“Consumers are the new fashion authority. The 2012 campaign is level headed, tactile and does not pull on celebrity endorsement alone. It puts everyday consumers in the heart and soul of this campaign which is geared to profile our talented designers and support our diverse retail environment. It's your festival and it's for everyone to enjoy,” says Lewsey.
The LMFF initiative for 2012 includes Runway to Retail, a mobile and online strategy to enhance social media. The focus is on engagement and interaction through their new tool, 'Shop the Runway,' a platform for consumers to access imagery, video and stockist information after the show. This enables consumers to act on their retail desires following their LMFF runway experience and share their favourite looks across all social media in support of Australian designers and the retail industry.
Another retail initiative is the tactical retail tourism strategy where the festival partners with Tourism Victoria & Virgin Australia's Blue Holiday as part the national 'Play Melbourne' campaign.
“The Festival has increasingly attracted interstate and international interest and our Retail Tourism strategy is a response to consumer demand," said Lewsey.
An LMFF Cultural Program will run throughout March and feature a variety of ticketed and free events that will "inspire, engage and provoke." In 2012 the program highlights will include; The Princess Grace: Style Icon exhibition and Windows By Design throughout Melbourne's CBD.
The LMFF Business Event Series, themed 'Power to the People' will bring together local and international thought leaders over a five day fashion focused business program based on opportunities in the newly democratised marketplace.
Next year the L'Oréal Paris Runway series will have seven runways hosted at waterside venue Central Pier including the L'Oréal Paris Powder Room, the National Designer Award, the National Graduate Showcase, and an all-new LMFF VIP Bar and International Media Centre.
The campaign will bring toegther a diverse line up of personalities including some of Australia's top artist, models, musicians, dancers, bloggers and entrepreneurs who are involved because of their intriguing career pursuits and their relationship with the festival.
The festival will also see the appearance of the global fashion icon Dita Von Teese who will take to the runways on behalf of Target Australia on March 10, 2012 to showcase the retailers latest collections.
The event will run between the 8th of March and 15th March 2012.
Tickets are available at Ticketek.