The report

September 2014 lfw APARTMENT:

introduction

The Apartment returned to the Covent Garden area to host its 5th season of the London Fashion Week Edition. For the week we

partnered with the Morgans Hotel Group to transform the St Martins Lane penthouse into the ultimate blogger destination with over 50 of the UK and International Social influencers attending throughout the

week. We worked with over 20 brands to create a memorable, fun and engaging environment.

This season saw us develop our social strategy to align more so with our

future plans. As well as building key brand & blogger relationships within the physical apartment space, we also managed projects outside of the LFW Apartment, with an array of brands covering the beauty,

technology and lifestyle industries. Do get in touch for more details on those partnerships.

For the week we produced a behind the scenes of The Apartment at

LFW in association with LG. The documentary is split into three parts. The last two are part of the LG sponsorship. The videos are all live on Grazia Daily, as well as their Youtube and ours Apartment TV. Links

will be in the coverage section of the document.

Brands

specifics Blow LTD The team at Blow Ltd had hair, nails and make-up covered at The Apartment this season. Social influencers were constantly making full use of Blow's fast beauty treatments each day of fashion week. This season they partnered with Kerastase and created a Tweet-shop, with our bloggers being able to tweet and then take product. Morgans Hotel Our location partner this season, provided us with a contemporary designed Penthouse suite in St Martins Lane for us to transform into this seasons LFW Apartment. ISKO/Bethnals This season denim newcomers Bethnals partnered with ISKO to transform one of our rooms into a Denim Atelier. Throughout the week the bloggers were able to select pieces of denim and have them customised to suit their individual styles. Hyundai Hyundai were our official transport partner this season with them providing us with The Apartment branded Santa Fes. It was the ultimate way for our bloggers to travel whilst looking super chic. Wolford provided in car packs to ensure the bloggers were ready for any LFW occasion. Aubaine This season Aubaine provided us with both breakfast and afternoon. Aubaine, who has worked with us previously during LFW, supplied mini pastries and sweet treats to keep the social influencers fuelled. J20 Our official drink sponsor supplied The Apartment with a range of juices from their current soft drink offering to keep the bloggers constantly refreshed. LG LG, our technology/appliance and video partner this season, provided The Apartment with two screens from their OLED curve range. The high definition image meant that bloggers could be FROW at The Apartment as we streamed the available shows live. Grazia Daily Grazia continued to be our official media partner. Our Apartment documentary series has been featured on the Grazia Daily site. Bowers & Wilkins Bowers & Wilkins ensured that social influencers could zone out and focus on their work in between shows by providing us with top of the range headphones. The bloggers were also keen to learn from the brand representative about the technology and what sets them apart from other providers in the market.

Reiss As well as having a presence in our fashion wardrobe, Reiss hosted a pre LFW event in association with us. The event took place in their Regent Street store and saw the brand gift top bloggers with fashion week wardrobe essentials. The social influencers could select pieces from their upcoming AW14 range, with tailors on hand to ensure the perfect fit of each product. GBK Gourmet Burger Kitchen were our official lunch time sponsor this season. Throughout the week they provided the bloggers with a fashion inspired menu to order from which included our exclusive Apartment Burger. The Apartment Burger was also available at their Covent Garden and Soho restaurants throughout LFW. Aspinal Aspinal, the official invite sponsor, provided our core list of 50 bloggers with Apartment embossed travel wallets to ensure their invites were stored in style, throughout the week. Caravelle Caravelle provided our fashion wardrobe with a selection of watches from their current range. They had a team member present to ensure that the watches could to altered to be instantly worn. Urban Fruit Urban Fruit provided us with their full range of dried fruit flavours in their new and improved packaging; They also sent fashion inspired stickers for the bloggers to have. Lola and Grace Jewellery brand Lola and Grace supplied our fashion wardrobe with pieces from their current collection for the bloggers to wear throughout the week. Claires To celebrate the launch of their second Katy Perry collaboration collection, Claires provided us with jewellery and accessories from the upcoming range. Russell and Bromley This season Russell and Bromley provided our wardrobe with shoes and handbags from their upcoming AW14 collection. Kurt Geiger In our wardrobe for the first time this LFW was Kurt Geiger who supplied us with a selection of shoes and handbags. Boden This season Boden provided our fashion wardrobe with key pieces from their AW14 collection. Forever 21 Forever 21 provided us with a selection of pieces for our fashion wardrobe.

Wolford Wolford provided us with both a range of tights and items from their clothing range for social influencers to wear throughout LFW. HP This season we teamed up with Hewlett- Packard who provided our technology bar with a range of devices for bloggers to work on throughout the week. Dolce Gusto Dolce Gusto provided The Apartment with their coffee machines over LFW. Whittards Keeping the bloggers fuelled on tea this season was Whittards who provided us with an extensive range of flavours from their current product range. Qcumber Qcumber, a new flavoured water drink, showcased their product in our space for the bloggers to taste throughout the week. Stone Marketing & Nunna Our official stationery suppliers this season.

Guest list Name & Blog

1. Abisola Omole from www.abimarvel.com 2. Alexandra Vanthournout from www.alexloves.com 3. Alicja Zielasko from www.alicepoint.blogspot.co.uk

4. Amanda from www.honeypopkisses.com 5. Ashanti Jason from www.adorngirl.com 6. Betty from www.foreveryoursbetty.com

7. Briony Whitehouse from www.agirlastyle.com 8. Camilla Carril from www.camilacarril.com

9. Carrie from http://wishwishwish.net/ 10. Catherine Kailon from www.redcarpet-fashionawards.com

11. Chrisabella from www.chrissabella.blogspot.co.uk 12. Claire from www.beewaits.com

13. Daniela Morosini from www.coutureandcrumpets.com 14. Danielle Wightman - Stone from www.fashionistababrbieuk.com

15. Doina from www.thegoldendiamonds.com 16. Ella Gregory from www.cocosteaparty.com

17. Emma Woodley from www.milkteef.com 18. Epiphannie from www.epiphannie.co.uk

19. Fe Sena from www.fesena.com/br 20. Hai Yen from www.giselaisback.blogspot.co.uk

21. Hannah Farrington from www.hannahlouisef.com 22. Hayley Rubery from www.frockmeimfamous.com

23. Jaclyn Craig from www.bumpinbetty.com 24. Jasmin Nasser from www.whatdefinesus.com 25. Jen Riley from www.beuatyjunkielondon.com

26. Julia from http://stylonylon.com/ 27. Kit Lee from www.stylesticker.com

28. Kristabel Plummer from www.iwantyoutoknow.com 29. Kristina Mordokhovitch from www.krisatomic.com

30. Kylie Martin from www.memoirmode.com

31. Lela from www.lelalondon.com 32. Lucy from www.lulutrixabelle.com

33. Lucy Nicholls from www.shinythoughts.com 34. Marsha from www.londontallgirl.com 35. Megan from www.pagesbymegan.com

36. Millie Cotton from www.itsaldnthing.com 37. Monica Welburn from www.theelginavenue.com

38. Naomi Mdudu from http://metro.co.uk/ 39. Natasha Footman from www.girlinthelens.com 40. Ngoni Chikwenengere from www.iamnrc.com

41. Noor from www.queenofjetlags.com 42. Atosa Nikkhah from www.mybubbandme.com

43. Patricia from www.patriciabright.com 44. Ree from www.reallyree.com

45. Reem Kanj from www.fivefivefabulous.com 46. Sabrina Babo from www.alittleobsessed.com

47. Sandra from http://5inchandup.blogspot.co.uk/ 48. Sarah Mikaela from www.framboisefashion.com

49. Serena from http://suitcasemag.com/ 50. Shini Park from www.parkandcube.com

51. Shirley B Eniang from www.shirleyswardrobe.com 52. Shope & Shore Delano from www.londons-closet.com

53. Simon Glazin from www.theverysimong.com 54. Tamara Kalinic from www.theglamglitter.com 55. Toni Tran from www.fashitects.blogspot.com

56. Van Anh from www.chopstickpanorama.blogspot.co.uk 57. Zoe Hellewell from www.zoelondon.me

58. Zorannah from http://www.zorannah.com/

Coverage so far Bee Waits

http://www.beewaits.com/2014/09/bee-does-lfw-day-3-whiter-shade-of-pale.html

Fesena

http://translate.google.co.uk/translate?hl=en&sl=pt&u=http://www.fesena.com.br/&prev=/search%3Fq%3Dfesena%26biw%3D1536%26bih%3

D722

Bumpkin Betty http://bumpkinbetty.com/lfw-ss15-day-1-

snapshots-video/

I am NRC http://www.iamnrc.com/2014/09/22/london-

fashion-week-ss15-outfit/

Patricia Bright http://patriciabright.co.uk/?p=1460

https://www.youtube.com/watch?v=OpKbAf_BnoA&list=UU0KiGuCTrehqzSQ7ikjxSQw

Framboise Fashion

http://www.framboisefashion.com/

Fashitects http://www.fashitects.com/2014/09/lookbook-

blank-canvas.html

Chopstick Panorama http://www.chopstickpanorama.blogspot.co.uk/

2014/09/between-fashion-shows-and-tourist-spots.html

Miss Guided Blog:

http://www.missguided.co.uk/blog/index.php/2014/09/instagram-accounts-to-follow-lfw/

Grazia: http://www.graziadaily.co.uk/fashion/community/the-apartment-video-diary-london-fashion-week http://www.graziadaily.co.uk/fashion/communit

y/top-bloggers-the-apartment-london-fashion-week

A Girl in the Lens:

http://girlinthelens.com/2014/09/17/lifestyle-lfw-instagram-diary/

Memoir Mode:

http://www.memoirmode.com/2014/09/15/a-botanical-delight-lfw-mulberry-ss15/

Lulutrixabelle:

http://www.lulutrixabelle.com/2014/09/lfw-fluffy-alien.html

Fashionista Barbie:

http://fashionistabarbieuk.com/2014/09/lfw-ss15-day-2-orla-kiely-markus-lupfer/

http://fashionistabarbieuk.com/2014/09/lfw-ss15-day-5-primark-sweatshirt/

Londons Closet:

http://www.londons-closet.com/2014/09/lfw-london-fashion-week-day-1-outfit.html

Frock Me Im Famous:

http://www.frockmeimfamous.com/2014/09/london-fashion-week-day-2.html

Honey Pop Kisses

http://www.honeypopkisses.com/2014/09/lfw-round-up.html

Camila Carril

http://www.camilacarril.com/2014/09/the-lfw-apartment.html#.VCKQFJUtAuQ

Forever Yours Betty

http://foreveryoursbetty.com/2014/09/lfw-day-3-bacon-double-cheeseburger/

activity social

ACCOUNTS REACHED 2.5 million

Impressions (across twitter, instagram &

facebook) 10 million

Contributing accounts

185 Total

uploads: 905

Top hashtags (outside of lfwapartment)

ISKODENIM, BLOWFIE, FASTBEAUTY, GBKFASHIONEATA AND STMARTINSLANE

ENGAGEMENT SEX: 94% FEMALE 6% MALE

PLATFORM 60% INSTAGRAM 40% TWITTER

Case studies Blow Ltd were at The Apartment once again this season. Their fast

beauty team had hair, make up and nail needs covered and were an

essential to every social influencers fashion week. They received a lot of

great coverage from our social influencers and were loved by all

including, Tamara from The Glam and Glitter, Briony from A Girl, A Style and Zoe from Zoe London.

Hyundai was our car sponsor for this season, providing us with two The Apartment branded Santa Fes to

transport the bloggers between our space at St Martins Lane and the shows. They were loved & appreciated by our social

influencers fashion week with top bloggers tweeting about the vehicles and their journeys to and from The Apartment.

Bloggers who used the cars included Fe from Fe Sena, Patricia from Patricia Bright

and Shini from Park and Cube. Reiss was both an event partner and

product sponsor this season. They were in our fashion wardrobe but also Reiss hosted

a pre LFW event with us at their regent street store. During the evening, the brand

gifted our top bloggers with key AW14 pieces that would be integrated into their SS15 Fashion Week looks and LFW outfit

posts. Bloggers who attended include Sandra from 5 inch and up, Shini from Park and Cube, Shirley from Shirleys

Wardrobe and Doina from The Golden Diamonds.

Bowers & Wilkins provided The Apartment with a range of top of the market headphones for bloggers to

trial and tweet about during the week. Blogging in real time is critical to a

majority of the Apartment attendees and the headphones enabled them to

do this by blocking out all the external noise within our space to really focus on their work. Bloggers who used the

headphones included Patricia from Patricia Bright, Ella from Cocos Tea Party and Kit from Style Slicker.

GBK had all lunchtime needs covered over LFW. This season the lunchtime

structure changed slightly with us going to the food rather than it coming to us. Each day the Covent Garden restaurant

would make the food based on our orders from the fashion led menu, with us heading down there after to eat and tweet about it. Available in both their

Soho and Covent Garden restaurants was our Apartment Burger which we

produced with their leading chef prior to LFW.

Aspinal collaborated with us this season to produce the best Apartment

invite packs to date. In association with Aspinal we sent 50 of our core bloggers, Apartment branded travel

wallets for them to use throughout the week as invite holders. The activity

proved hugely popular with bloggers including Ella from Cocos Tea Party,

Natasha from Girl in the Lens and Ree from Really Ree instagramming and

tweeting about the wallets.

J2O were our official drinks sponsor this season; providing us with a range of flavours for the bloggers to enjoy throughout the week. The

brand were also our official bath tub filler this LFW with bloggers including Tamara from The Glam and Glitter, Sarah from Framboise

Fashion and Noor from Queen of Jet Lags taking selfies whilst surrounded by J2O bottles.

IF YOU WOULD LIKE TO GET INVOLVED WITH THE LFW APARTMENT IN

FEBRUARY 2015 , DROP US AN EMAIL BY OCTOBER 30TH TO DISCUSS WHAT OPTIONS ARE AVAILABLE. IF YOU HAVE GENERAL QUESTIONS, ALSO

DROP US A LINE

CONTACT: E: HELLO@THEAPTMT.COM T: +44 (0)20 7607 5951

Thats all. #LFWApartment