Oct 23, 2009 at 04:51 PM
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New LG Line Hits Fashion Week Runway

Fashion show attendees are becoming accustomed to snagging some serious sponsor swag at Fashion Weeks around the world, but when the lights dim it's usually all about the designer.

At LG Fashion Week's Evan Biddell show last night however, models shared the spotlight with a special guest: the LG Chocolate. Strutting the runway in the latest designs, models were accompanied by the new phone adorned to belts, necklaces and bracelets.

Frank Lee, Corporate Marketing and Sponsorship Manager for LG Electronics Canada, told Canada in Media that the target demographic for the campaign is more based on lifestyle than age, and includes two groups - techno-geeks who love new products, and fashionable trendsetters who "at the same time are very into social media."


"When I first laid eyes on the sleek, stylish LG New Chocolate I knew it was a must-have for my 2010 - Unnatural Disaster show," said Canadian designer, Evan Biddell. "My line is all about combining the elements of nature and technology in a beautiful chaotic harmony, so I'm inspired by the perfect balance of high style and high tech that LG products achieve."

The LG Chocolate also debuted at last month's London Fashion Week as the headline sponsor of designers Sienna and Savannah Miller’s Twenty8Twevle catwalk show.

The LG Chocolate will be available in an exclusive through TELUS this November. Perhaps last night's show and other exclusive content will be available via TELUS' mobile deck and at retail locations?

As Lee points out, targeting by lifestyle rather than demographic is becoming more common, especially in rapidly evolving sectors like technology and telecom. Marketers in these sectors are seeing volatile swings in demographics, which will translate to faster cross-generational adoption. Marketers define these products and services, from iPhones to Twitter, less by traditional assumptions like age and gender, and more by lifestyle interests across a variety of demographics. Something to consider when pitching these categories.

LG's Biddell partnership was negotiated by High Road Communications and XMC.