LG partners with London Fashion Week
By Oliver Luft, marketingmagazine.co.uk, Thursday, 25 August 2011 11:11AM
LG Electronics has become the official garment care supplier for London Fashion Week.
The partnership will see the Korean home appliance manufacturer provide "expert support" at next month's event, by supplying a dedicated "steam team" to help designers get their clothes ready for the catwalk.
While some might think the world of washing-machine design has little in common with that of cutting-edge fashion, LG claimed that becoming official garment care supplier would help "further establish itself in the premium appliance market and raise awareness of its state-of-the art products".
Dawn Stockell, LG marketing communications manager, said: "We believe that there is a real gap in the market for brands to be making a link between designer clothes and premium appliances to care for them, and that’s why we’ve decided to sponsor London Fashion Week."
The partnership will be supported by PR activity, including backstage footage and a dedicated "garment guide", which the firm hopes will position LG as the "expert in garment care".
LG joins Coutts bank, the London Evening Standard, Toni & Guy, The May Fair Hotel and Mercedes as sponsors of the event.
This article was first published on marketingmagazine.co.uk
- CREATIVE MANAGER 35-45k London Creative Recruitment Ã‚£35000 - Ã‚£45000 per annum + Benefits, London
- Account Manager - Mobile Loyalty Digital Gurus £25000 - £37000 Per Annum, London
- UI Designer - Unrestricted Creative, Prototyping and Innovation ADLIB Upto £25k DOE, Bristol
- Senior Account Manager / Account Director - Luxury Property Gemini Search Ã‚£35000 - Ã‚£45000 per annum, City of London
- Head of Digital Marketing - Fantastic growth potential ADLIB Competitive + benefits, South West
- 7Up kicks off global campaign with urban knitting ad
- Sainsbury's calls £60 million media review
- Brands use social media to congratulate F1 champion Lewis Hamilton
- VisitBritain crowdsources digital marketing campaign
- Zurich launches snowmen cinema campaign across Europe
- Cheil Worldwide buys Iris stake