TECH SAVVY DEMOGRAPHIC: Models presenting creations from the Topman Design Autumn/Winter 2015 collection during "London Collections: Men" in London. Fashion brands will be relying heavily on the use of social media to generate excitement around brands by collaborating with app developers and tech firms to create installations, online content and wearable technology to drive up sales.
LONDON: Britain's leading fashion brands are hoping to give menswear sales a lift by targeting younger, digitally savvy male shoppers with live streaming and social media to promote the twice-yearly mens fashion week that began Jan 9.
London is looking to establish itself as the leading menswear fashion capital over Paris, New York and Milan by dedicating four days to showcasing the latest trends — and designers and retailers are hoping to turn the catwalk buzz into cash.
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