Fashion Independents' Day to launch in London

Frockadvisor, the new digital platform for independent fashion retailers, is celebrating the launch of its app, which connects shoppers with indies across the country, with a Fashion Independents’ Day in London on Thursday, May 28.

The app and event, founded by Brendan Courtney and Sonya Lennon, two Irish fashion designers who run their own label, aims to connect shoppers with independent boutiques to boost footfall in stores, as well as to give indies an online destination to offer a personal service to customers.

To launch Fashion Independents’ Day here in the UK, the founders are hosting an event called Fashion Grand Prix that will see London bloggers, television presenters and journalists drive around London, with the aim of visiting as many independent boutiques as possible, and taking a selfie when they’re there. There are eight personalities taking part including fashion blogger Susanna Lau of Style Bubble, TV presenter Zoe Hardman and journalist Antonio O’Brien.

Each participant is expected to visit between two and five boutiques each in the three hour time frame and the person who trends the highest on social media channels over the day, using the hashtag #FIDay, will be named the winner, while customers will be able to download the app to find out which local retailer are taking part.

Frockadvisor launches Fashion Independents' Day and app

The concept follows a similar event held in Ireland earlier in the year, and there are plans to take Fashion Independent’s Day to New York later in the year.

As well as boost indies in the capital, the aim of the event is to launch the Frockadvisor app, which allows shoppers to post a picture of something they want and independent retailers around the country respond by sending images of similar things they have in stock.

The app, which is free for both Apple and Android devices, already has more than 100 retailers signed up.

Caroline Rush, chief executive of the British Fashion Council, which is supporting the event, said: “There are hundreds of independent retailers across the country that are not only responsible for supporting British design talent but in some cases are the launch pads for the success of some of these businesses.

“The support of campaigns like Frockadvisor’s Fashion Independents’ Day shine the spotlight on the importance of the independent retail sector by driving awareness and sales for the businesses at the heart of its success. We very much hope that across London consumers will fly the flag for British fashion by joining the campaign on May 28 both in person at their favourite boutiques and online by using the hashtag #FIDAY.”

David Slater, director of International Business Development at London & Partners, added: “London is one of the world’s leading cities for fashion, and it is great to see that innovative companies like Frockadvisor are marrying fashion expertise with new technology to create a unique experience for consumers.

“This app will not only help connect customers with London’s fashion scene and experts, but will also keep London on the cutting edge of the fashion technology scene.”