Gran Canaria Swim Week prepares the landing of the Island's designers at the Copenhagen Fashion Week with a first virtual promotion action.

2023-01-24

The Department of Industry and the Chamber of Commerce of Gran Canaria today presented the powerful virtual promotion action of the Gran Canaria Swim Week that they have jointly prepared and which will take place between 31 January and 3 February in what is considered the new capital of fashion, the Copenhagen Fashion Week, with the aim not only to make itself known to the press and buyers who will be there now, but also to achieve the participation of Gran Canarian designers on the catwalk at the next edition of this event, in August.

 

This is the result of two years' work, in which the contribution of "a department of experts in internationalisation who know the European markets and the institutions to be approached" has been fundamental, according to the Director General of the Chamber, Pilar Alcaide, and which consists of three blocks: the projection of a video - which will demonstrate "how incredibly professional the Gran Canarian catwalk is, as all the senior officials of the major events who have visited it have told us" - on a large screen located in the hotel lobby where all the main members of the target audience are staying: international and Danish press and buyers, who come from the USA, Korea, the United Kingdom and France, among others.

This action is complemented by an intense digital marketing campaign before, during and after to include the Gran Canaria Swimwear Fashion Week in the official programme of presentations and events and in the itinerary of press and buyers through the newsletter, social networks and especially in the video that is projected on the catwalk before and after the shows. And finally, the collaboration of influencers has been contracted who will wear the designs of the Gran Canarian brands and publish them on their networks.

 

With a return on investment of 23 million euros and a reach of two million people, Copenhagen is one of the new fashion capitals that works the social networks as a platform like no other, and for this reason, explained the councillor, it has been chosen for this action, the aim of which - and for this purpose the councillor will attend and hold several face-to-face meetings - is to close the participation of the designers in the next edition in August.

 

In turn, this work is part of the internationalisation plan established by the current Industry team in 2015 and which first led to the agreement with Ifema for the organisation of the catwalk, "which is giving us a lot of projection", explained Alonso, and then to the work with the Chamber of Commerce because it also has accredited experience in internationalisation, and with whom several actions have already been developed with very good results such as attendance at the Italian fair Mare da Mare, or the Berlin Fashion Week, where not only the Gran Canarian catwalk was promoted but also allowed the companies that attended to learn from another reality and establish relations with other countries, and the Ministry to collaborate with the Fashion Council of Berlin, which opened the door to the relationship with Denmark and allowed the first European Alliance of European Fashion to begin to be forged, whose first meeting was hosted by Gran Canaria last October.

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