Looking through the couture and high-end designers reported on by the likes of Anastasia & Duck, Coco’s Tea Party, Five Five Fabulous and Alex Loves, it seems a world away from the high street and the majority of advertisers engaging in performance marketing.
In a general sense, the popularity of the events around LFW and engagement from the mainstream media and public reminds us just how creative the UK still is when it comes to fashion. At the same time the distillation of LFW on designer-oriented sites is reinforcing this connection by providing links to where affordable versions of this seasons trends can be bought right there next to the latest offering from McQueen.
In light of all of these crossed boundaries and inspirations, we spoke to online shoe and fashion retailer Zalando about their decision to launch their first own-label collection. Now more than ever fashion is moving even faster, therefore it’s important for retailers to quickly translate current catwalk trends into wearable, affordable everyday looks.  Customers are more fashion savvy today than they’ve ever been, making developing a unique brand image crucial to setting your brand apart from the competition.
Zalando is making its own mark on the fashion industry with the Zalando Collection, which hits virtual shelves on 2nd March 2012, the day after they preview some of the pieces in the collection at Fashion Focus. We look forward to seeing samples of the collections, as well as all the other products showcased by Fashion Focus attendees, on March 1st.

With our own fashion sector event, Fashion Focus, now only a week away, we definitely have style on the brain.
Just as often as you see fabulous fashion blogs filled with glossy pictures of clothes worth as much as your car, you see blogs like I Want You To Know and LLYMLRS, who put together the most elegant and trendy outfits from high street and vintage pieces. Did their UK Affiliate Manager, Jemma Tadd, agree that it is now very important for high street and affordable online brands to have their own strong design image? Fashion has become accessible to a broader audience as retailers are able to offer affordable versions of catwalk looks for a high street price. In anticipation, we also asked Jemma for some more details about how the collection promotes the Zalando brand image?
It reflects the latest catwalk trends, offering a wide range of styles to suit every wardrobe. London Fashion Week is very relevant for the performance marketing industry in various ways.

These blogs represent savvy online shoppers who know what looks good on them, as well as how to get a unique look from affordable pieces. The catwalk is driving a filtering down of styles and motifs even more explicitly and faster than ever before. With high quality materials and refined cuts, the collection boasts on-trend, wearable fashions for a price that won’t break the bank.

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