UK FASHION LOVERS MORE INTERESTED in NATIONAL CHOCOLATE WEEK THAN LONDON FASHION WEEK Submitted By: 10 Yetis PR and Marketing Tuesday, 16 September 2008

UK FASHION LOVERS MORE INTERESTED IN NATIONAL CHOCOLATE WEEK THAN LONDON FASHION WEEK Submitted by: 10 Yetis PR and Marketing Tuesday, 16 September 2008

London Fashion Week may have already started with a huge fanfare but a leading celebrity fashion website has discovered that its own UK users are more interested in National Chocolate Week than they are the fashion event taking place in the Capital City. A leading celebrity fashion website has discovered that females aged between 18 and 30 are more interested in the UK’s National Chocolate Week than they are in this year’s London Fashion Week. Just below 3,700 people took part in the survey for MyCelebrityFashion which asked its fashion conscious users to select which UK “Week” they were interested in the most. National Chocolate Week received 62% of the vote, National Condom Week received 17% of votes and London Fashion Week got just 11% of votes. The rest of the votes were split between the National Chip, Curry and Vegetarian Week’s. 41% of people asked said the reason they were not interested was because of the high cost of the clothes on show and 36% said that they felt the ranges being shown were not relevant to every day fashion. Most worryingly for the future of the British fashion, 22% felt that it was only an event that the ultra-rich could now attend. Speaking about the results www.MyCelebrityFashion.co.uk Head Fashionista Jill Tovey said, “Whilst we at MyCelebrityFashion have been gearing up for London Fashion Week for some time, we thought it odd that not one of our thousands of users had mentioned it or were discussing it with our fashion conscious community”. She continued, “Once the weekend’s opening fanfare had taken place and still no one mentioned it we decided to do some research into why this was and we were amazed to see the results”. “Although we know high street fashion is a diluted result of what has been on the catwalk, it is really sad to see an event that was very much the pinnacle for British Fashion has moved on to the extent that ordinary, every-day, fashion hungry audiences, such as ours, simply feel that they can no longer relate to it.” The site owners decided to carry out the survey after noticing that not one of its thousands of registered users had mentioned London Fashion Week on the run up or during the launch event immediately prior to it starting. www.MyCelebrityFashion.co.uk Editors Notes:

Page 1 For more information or to arrange an interview with someone from the MyCelebrityFashion team, contact Emma, 10 Yetis Public Relations Agency, [email protected], 01452 348211 Full survey results: Which of the following UK “Weeks” interests you the most? National Chocolate Week (13-19 0ct 2008) – 62% National Condom Week (12-18 May 2008) – 17% London Fashion Week (14-19 Sept 2008) – 11% National Curry Week (23-29 Nov 2008) – 6% National Chip Week (9-15 Feb 2009) 2% National Vegetarian Week (19-25 May 2208) – 1% Other – 1% Why do you think people are not more interested in London Fashion Week this year? High cost of clothes on show – 41% Clothing ranges no longer relevant to every day fashion – 36% Have to be ultra-rich to attend – 22% Other – 1% 3,694 people took part in the survey MyCelebrityFashion has been featured in The Daily Mail, The Guardian, Glamour Magazine, Heat, BBC Regional Radio and the Daily Express. MyCelebrityFashion was named Website of the Week in WebUser magazine 07/08/08 MyCelebrityFashion was named Website of the Week by Tara Palmer-Tomkinson’s www.3sacrowd.com website 08/08/08 MyCelebrityFashion is the first UK site dedicated to listing celebrities and where you can buy their style of clothing, including Kate Moss, Sienna Miller, Victoria Beckham, Agyness Deyn, Cheryl Cole and others The site lists the latest discounts and offers across a number of big name brands including Armani, Gucci, Ralph Lauren, Tommy Hilfiger etc Large high street retail outlets such as House of Fraser, Schuh, Laura Ashley, Miss Selfridge, Marks and Spencer, Wallis and Faith have their ranges and latest fashion items listed on the site

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