E-News Briefs

26 February 2010

In this special edition of E-News, Ragtrader dissects online media platforms at L’Oreal Melbourne Fashion Festival (LMFF) 2010. LMFF is one of the largest consumer fashion events in the world and will run from March 14 to 21 this year.

To the web
MELBOURNE: The LMFF website has been enhanced for 2010, boasting a dedicated ‘television’ service where consumers can view runway collections a day after they have been showcased. Behind-the-scenes footage of model castings and makeup trials will also be available through the website, along with back stage access to runway shows. The service is a partnership between LMFF, Yellow Media and Flint Interactive.

Let’s social network
MELBOURNE: Launched in February 2009, the official LMFF Twitter page boasts close to 3500 followers. The LMFF Facebook page, meanwhile, has close to 5000 members.

Call it in
MELBOURNE: LMFF has launched a special iPhone application allowing consumers to filter the entire program of events by date, designer, speaker, venue or price range. Videos of runway shows and festival highlights will also be available, as well as a gallery of catwalk looks and social events.

Attendees can read up on LMFF designer profiles while using Google map to find the nearest stockist and GPS to guide them there. They can also search for friends at the event who also have the LMFF Application and a Facebook account. The friend simply ‘opts in’ to be located, with a map then indicating their location.

Do you swing?
MELBOURNE: Dubbed LMFF Swingtag, the festival’s official e-newsletter is sent directly to subscribers on a monthly basis and offers the latest fashion news, reviews and updates.

Blog to blog
MELBOURNE: Fashion industry consultant and ispystyle.net founder Kate Vandermeer has been announced as one of the official bloggers for LMFF 2010. From event planning to editorial shoots for its official magazine, the LMFF Blog aims to keep readers updated on breaking news across the festival program. Designer line-ups and special guest announcements will also form part of the coverage.