Readers and fans of this blog will know I have a long association with LMFF. After attempting to volunteer about five years ago and buying tickets to the Target shows, to attending most events and working for the festival in a contracting capacity, every year my time and role with the festival grows and changes.This year is no different.
The 2012 L’Oreal Melbourne Fashion Festival has made many changes, not the least of which is the dates, this year running Thursday 8 to Thursday 15 March and incorporating the Labour Day long weekend.
The nightly L’Oreal Paris runways remain, and a number of independent parades have beenadded. Last year’s opening night extravaganza has evolved and will now take the form of a spectacular outdoor party at Central Pier, while the business events have established a hub at the Sofitel Melbourne.
And this is where you will be able to find me. Unfortunately this year some work commitments make it unlikely I will get to the evening parades or weekend events taking place at Central Pier or in the City of Stonnington. Yes, I am shattered but if things change, I will be there in a heartbeat!
The one shining light in this scenario is that I have again been asked to contract for the festival and my role will involve working at the business events at the Sofitel Melbourne from the 13th to 15th of March.
The Business events hold a special place in my heart; the Marketing Breakfast has always been one of my favourite events and I’ve always loved following the days’ activities at the Business Seminar – an event I have always wanted to attend.
Image thanks to StyleMelbourne
Further, my experiences working at the Fashion Industry Forums last year showed that the intellectual side of fashion can be just as fascinating as the parades and workshops.
Kicking off on Tuesday 13 March, the Fashion Industry Forums will take place at 10.30am and 4pm. Hosted by Glynis Traill-Nash, Forum 1 will cover ‘What’s The Industry Verdict?’, while Forum 2 explores ‘The New Consumer’.
Guest panellists and speakers for the day include Adam Ferrier (Naked Communications), Howard Parry-Husband (Pollinate & Soup AUS), Lorna Hall (WGSN London), Andreas Kligner (Lookk.com UK) and a number of local experts including Kirrily Johnston.
On Wednesday March 14, the fashionistas will have an early start at the Herald Sun Marketing Breakfast, this year hearing from Chris Clark (LBi UK) and Kevin Panozza (Engage P/L AUS) on topics such as building meaning relationships between brands and their customers, engaging the technology empowered consumer, strategies for marketing to multi-channel communities and transforming customer experience in the multi-channel marketplace.
Finally the Business Seminar on Thursday 15 March will round out a week of events by bringing together speakers who define the business of fashion and can impart their wisdom on a room of weary fashionistas.
This years’ speakers, Mike Shearwood (Aurora Fashions UK), Julia Fowler & Geoff Watts (Editd UK) and Alan Treadgold (Leo Burnett Group USA & UK), will explore the areas of fashion that don’t involve hemlines or fabrics, rather focussing on topics more relevant to the business landscape as a whole.
Topics include the democratisation of fashion, the transformative retail environment, using web-based data for analytics, research and trend forecasting, leveraging both digital and physical channels, building customers strategies that generate conversion and build loyalty, and seamless service – providing quality service online, in-store and via mobile.
Westfield are also hosting a luncheon during the business seminar where you can take a breather and discuss the days’ events with fellow delegates.
While the fashion is truly the visual aspect of the festival I get excited about, I can’t deny that I am looking forward to hearing these amazing speakers, working closely with Glynis Traill-Nash and learning more about the business side of fashion.
Less than a month to go – get your tickets today – they ALWAYS sell out!
