High street favourite Topshop has found a way to bring LFW to the masses.
Linking up with Facebook, they have created an app that allows their catwalk shows to be streamed live, with a number of interactive features to make their 2.7million followers feel like they are in the audience.
Topshop promoted the move through their “Topshop Unique SS13” show and will continue to use the feature for further shows this week. The company described the digital move as its “most advanced immersive and engaging social experience”. Fashion enthusiasts are using social media more than ever to share new products and ideas and Topshop took it to the next level, inviting followers worldwide to engage not only in the show but in their brand.
Viewers could hit a camera button as the show streamed that would instantly take a snap of the catwalk giving people front-row seat shots that could then be shared across the web. It was not only the runway that was streamed, as viewers got to watch behind the scenes as models got their hair and makeup done.
Using it as an ecommerce platform, a fashion first saw people being able to order items as they came down the catwalk. Colours of the clothing and accessories can be changed and can be instantly purchased. Customers will receive the goods 3 months before the collection is made available, appealing to their fashion-forward audience. Runway playlists were also available to buy, with links straight to iTunes and Topshop’s website. Makeup and beauty products from their own range were also made available.
Adhering to other social media platforms, the brand launched a “Tweet off” competition to win tickets to further catwalk shows whereby viewers had to review the show in the standard 140 characters or less. These were streamed alongside the catwalk show and live on Topshop.com.
This interactive move comes from the new chief marketing officer Justin Cooke who moved to Topshop from Burberry earlier this year. His idea was to take the energy of the Oxford Street store (around the corner from Underscore HQ!) to the millions of customers around the world, saying of the idea “It’s social, it’s commerce and it’s entertainment all rolled into one”.
Topshop have taken a great step into harnessing the power of social media. Whilst many shows at London Fashion Week are seen as exclusive only, Topshop have brought their high-street brand to its young audience in a cool and functional way.
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