Matches Fashion prepares to ramp up content creation with 24,000 sq ft creative media hub

Matches heads east

Luxury retailer Matches Fashion is looking to take a bigger bite out of fashion’s content creation market with the opening a 24,000 sq ft, state-of-the-art creative hub in London’s Olympic Park.

The centre, which aims to create 150 jobs within four years, will act as a content creation hub for Matches’ 450 brand partners. It will comprise up to 20 photography bays and video sets and a ‘fashion media space’ dedicated to producing editorial for partner labels.

The investment will allow Matches to increase its studio output production by 50%, producing content for more than 2,000 products per week. The in-house team will focus on bespoke editorial and commercial products, such as ‘style influencer programme’ Shop With and catwalk round-up the Trend Hub.

Ulric Jerome, chief executive of Matches Fashion, said while the brand is already “renowned” for the commerce-led content it produces in-house, the new development will help it ramp up this side of its operation.

“Storytelling is such an important part of what we do and how we engage with our customer and service our brand partners through elevated content creation,” she said. “This is yet another exciting step forward for the business as we continue to scale Matches Fashion.”

Matches joins the raft of brands and tech startups slowly emigrating to the Queen Elizabeth Park’s Here East district. BT Sport, the Wayne McGregor Studio and data centre Infinity have already set up shop, while Ford will open its Innovation Office to the gentrified area later this year.

The Mayor of London hopes the area will become known as the East London Fashion Cluster – an area that will branch together fashion, tech, business and education. It recently hosted a pop-up museum dedicated to the designs of the early web.

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