• Camilla & Marc: On show at the festival.
    Camilla & Marc: On show at the festival.
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Which Australian fashion activation resulted in $90 million worth of media coverage?

Melbourne Fashion Festival Ltd has released the results of an audit of its 2014 edition.

Assessed by Media Measures, the event attracted $90 million worth of print and digital value for the Australian fashion industry.

Other key statistics from the report include the engagement of 1000 designers, creatives and retailers in the program.

Some 380,000 physical attendees also joined the festival this year, which announced new naming rights partner Virgin Austrlaia.

Festival CEO Graeme Lewsey said 2014 marked a new chapter for the event.

"Not only did the Festival’s rich and diverse program attract hundreds of thousands of physical consumers, it influenced millions through its digital community which saw a 30 per cent increase in unique users and achieved a digital media dialogue of over 11 million impressions."

The use of the Festival’s iconic online tool, Shop the Runway, increased threefold from last year.

The tool enables guests to purchase looks in real-­‐time, direct from the runway.

The Festival also hosted a Cultural Program in March, which saw 128 free and ticketed events take place in central Melbourne and broader Victoria.

The Business Events Series featured five key events with 11 Australian industry professionals, seven international speakers and 2,800 delegates.

The 2015 Festival will be held from 14 – 22 March, with the Cultural Program running in the lead up to the Festival.

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