Introduction

This is a professional integrated digital strategy for Graduate Fashion Week 2017. The objectives of doing this will be; to help promote the event to a wider audience, promote sales and attendance and help promote and encourage involvement of current prospective universities and sponsors. It will analyse what digital strategies need to take place before, during and after the event in order to achieve this. Primary research has shown that over 50% of people who carried out a survey have never heard of Graduate Fashion Week and this is why a digital strategy will be created as the current strategy isn’t as successful as it should be.

Graduate Fashion Week (GFW) is a charity organisation which was created to showcase the work of over 1,000 students and graduates around the world. Founded in 1991, the event focuses on the promotion of the future creative design talent and attracts 30,000 guests each year. Taking place each June, GFW features 22 catwalk shows, a Gala Award Show, live talks and workshops featuring leading names from the fashion industry. The event is responsible for bridging the gap between graduation and employment and has launched the careers of some of the most successful designers of our time for example, Stella McCartney and Julien MacDonald. (Scout, 2016). “It provides graduates with vital recognition and, in doing so, it can become the catalyst to start an exiting career path.” (C, Bailey, 2016).

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