The fashion year has two cycles – the spring/summer season and the autumn/winter one. The fashion industry is highly competitive and fast-moving. Companies like Ben Sherman use major fashion shows to launch their collections as they are a good way of promoting new fashion products to the wholesale, retail and individual consumer as well as the press. This gives wide coverage with the aim of generating high growth sales at the beginning of the otherwise short-lived product life cycle.

Throughout 2009 the BFC (British Fashion Council) is 'Celebrating 25 Years of British Fashion'. The past 25 years has seen London earn its place as one of the four leading fashion capitals alongside New York, Milan and Paris. London Fashion Week is known for the cutting edge fashion from existing designers and from new design talent it showcases. In February 2009, designer labels, from ready-to-wear to accessories, presented their autumn/winter 2009 collections at the 'new look' exhibition that saw the catwalk and exhibition tents combined to create a central 'hub' on the east lawn of the Natural History Museum.

Over the years London Fashion Week has been held in a variety of venues. The scale of ranges produced by the designers has meant that some shows have been on a smaller scale some years. Harvey Nichols lent its fifth floor for a weekend and a dozen or so designers put on a show. In September 2009 London Fashion Week will move to a new home at Somerset House. This is a landmark achievement for the BFC in its 25th year and is the result of several years of searching for a more centrally located venue for the London event. (The Times, 20 February 2009).

The right venue also plays a part in promotion to market the event to the selected target audience. Find out other ways to promote a product using the Ben Sherman marketing mix case study.