Topshop has partnered with Facebook to develop a new social media experience for its Unique spring/summer 2013 London Fashion Week show. Viewers of the Topshop Unique show this coming Sunday will be able to ‘customise the catwalk’ giving them the ability to change the colour of key looks and accessories. Not only that but they will also be able to order their favourite looks instantly with delivery three months ahead of industry lead times.
Chief marketing officer of Topshop, Justin Cooke, explained: ‘This show is all about the customer and creating what we call ‘social entertainment’ around our product. We want to take the energy and the excitement of our iconic Oxford Street store to millions of people all over the world through Topshop.com. It’s social, it’s commerce and it’s entertainment all rolled into one.’
In addition to the clothing aspect of the show, all of the beauty products used on the Topshop Unique models will be available to buy online immediately. The show’s music will also be available to download on Topshop.com from iTunes both during and after the show.Twitter users can also review the collection in 140 characters with the chance of winning VIP tickets to the next Topshop show.
So how have Topshop managed to create such an interactive show at LFW12?
Well, they’ve only gone and partnered with Facebook. Facebook’s in-house engineers have developed a ‘shoot the show’ camera button placed on the corner of the live stream, which will enable the shows viewers to engage with the show online, buying product, clothing or simply interacting with the brand.
This is an incredibly well thought out campaign from Topshop. Engaging with customers is one of the most important aspects of PR & Marketing and Topshop have really taken this to heart. Not only, are Topshop engaging with their customers, but they are also allowing them to interpret the fashion show as they themselves would style it. I’m sure Topshop will track this feedback to use in further marketing & PR campaigns and if they aren’t, I’d highly recommend they do.
Love Niamh x