FFWD Vision & Mission Fashion Forward (FFWD) aims to be the biggest and most definitive fashion platform for the entire Middle East. Recognizing the strengths and weaknesses of the community, FFWD’s mission is to drive the entire fashion industry in the region forward. FFWD will take place bi annually, in the months of April and October.
EVENT HIGHLIGHTS
Over 18,000 people from the region’s fashion community visited FFWD in Season 3. Total of 45,000 visitors to date.
Front Row Buzz for the likes of Dr. Amina Al Rostamani, Bryanboy, Fern Mallis, Jamila Halfichi . In addition to the region’s top editors and socialites.
Over 500 key local, regional & international media covered the event and 1300 key journalists over 3 seasons. The likes of BBC, Vogue India, Ashraq Al Sawat (London), CNN Reuters, Sky News, The National, Gulf News, Harpers Bazar, Grazia, Emirates Woman, L’Officiel, Hia, Sayidaty, Marie Claire Italia, Elle, Dubai TV, Abu Dhabi TV and MBC were all in present.
Fashion TV broadcasted Fashion Forward catwalk shows and highlights to over 470 million viewers territories including USA, Europe, China and the Middle East.
Live streaming on Style.com/arabia With a viewership Of over half million
All catwalk images where shot by international Getty Images photographers and uploaded on the official Getty Images site which is viewed by over 5000 media desks globally.
Key industry figures attended the D3 Industry Lunch hosted by Dr. Amina Al Rustamani now scheduled seasonally as part of Fashion Forward’s official programming, starting from Season2. Government officials, top editors and key industry influencers were also present.
The Garden a 7000 square meter retail space featured a curated selection of 70 regional fashion accessory designers, with a footfall of over 10,000 visitors per season. And sales exceeding $300,000.
The Showroom a space dedicated to showcasing full collections of all participating catwalk designers for buyer and editor review. Also facilitated 1 to 1 meetings between designers and buyers in the last 3 seasons.
Industry partnerships with crowd investing online organization, Eureeca.com selecting designers seasonally to help raise funding and facilitate their business growth. And international retail giant Galeries Lafayette, retailing FFWD designers and offering dedicated retail space seasonally within Dubai Mall.
The Gallery a dedicated space mixing art and fashion, showcasing signature pieces uniquely curated seasonally for FFWD by our designers.
Daily social events held in the Fashion CafĂŠ & VIP Lounge - from Fashion Brunches, High Teas, and Glam Hours created continuous buzz and traffic before & after all shows, talks & panel discussions.
Level Shoe District & Swarovski hosted a private event for 150 guests within the VIP lounge
After parties hosted by brand partners Iconic, Close Up and official FFWD party attended by over 2500 people.
MARKETING HIGHLIGHTS
22 Official Sponsors Season Three
Outdoor Campaign value to date of over 5 million dirhams. Outdoor Campaign included Billboard 150 x 60m on Sheikh Zayed Rd. Over 35 Lamp Posts on Sheikh Zayed Rd and Jumeirah Beach Rd. Billboards in terminal 1, 2 and 3 of Dubai Airport. And 100 branded taxis.
Print Campaign resulted in a value of over 2 million dirham. Print Campaign featured in Grazia Middle East, Grazia Bahrain (full page ads over 12 weeks). T-Emirates. International New York Times. D Journal. Sorbet. Brown Book. Pashion. And Rolling Stone.
Online Campaign outreach to date to an audience of over 2.5 million. Official Fashion Forward
website, now a priority listing on google.com with over 400,000 page views in 11 months, and 1000 views daily a month prior to Fashion Forward. Facebook over 45000. Hia magazine online ad banner with outreach to over 600,000 views. Emailers sent to over 15000 people on BRAG database. Ad banners on Brownbook website with an outreach of over 60000. Post on Dubai Calendar facebook & event page.
Direct Marketing total outreach to date 91000, inclusive of flyers, invitations and event catalogues.
PR Campaign resulted in an audience outreach of over 220 million to date. And a total PR value of over $41 million to date.
TESTIMONIALS
“ Much like Dubai’s ambition to become a global design and fashion capital, Fashion Forward is gaining real momentum – with record attendance this season and popular initiatives such as the “d3 Fashion Talks” generating insightful debate about the future of this important industry.
” Dr. Amina Al Rustomani CEO TECOM /d3
“ I've been really impressed by Fashion Forward. I think there is a nice youthful spirit in the design and the execution of the event. It's been inspiring to see how everyone came together and put together a great first-time event. Great things come from relationships. The CFDA is always looking to foster new partnerships around the world and having a more global presence is something we’re interested in. In talking to the [FFWD] team, it seemed like a great opportunity for me to come and start building that bridge.
” Steven Kolb CEO Council of Fashion Designers of America 06/05/13
“ The first time I heard about Fashion Forward, I was seduced by it. I decided I had to be part of this. I would like Fashion Forward to become a reference and for people to come to it to discover new Arab talent. I think it's important to put our industry on an international platform. It will also push the designers to be more creative.
� Rabih Kayrouz Designer at Maison Rabih Kayrouz
“ “The Middle East is one of the fashion industry’s most vibrant markets. There are USD 8 billion in luxury spending each year despite an economic crisis, and a third of the world’s couture clients come from the Middle East. The world’s top fashion brands are not only courting you, they are here. So I say, enjoy it. It’s a growing process, but you are in the right place at the right time and you do have many of the right people on your side and on your team.”
” Fern Mallis Creator of New York Fashion Week