London Fashion Week is an opportunity for fashion brands to connect with shoppers and fans beyond showcasing the upcoming product lines. Topshop is fast becoming a best-in class-example in this space.
For the 2013 show, the retailer joined forces with Google+ for “The Future of the Fashion Show” activation.
Two new developments made the 2013 show exciting – holding the show at the iconic Tate and allowing shoppers to follow the stories of Topshop models throughout the week online with behind-the-scenes videos. On Google+, bloggers and fans were invited to join a Hangout to talk to the Topshop design team and Kate Phelan, Topshop’s creative director.
The live show was streamed on the Topshop site, Google+, and on a giant screen in the Oxford Street store window. “Model’s-eye video” was used – micro HD cameras were attached to models’ clothing and the footage streamed in the top corner of the live show for viewers to put themselves in the shoes of the model and see what it was like to walk down a catwalk.
Following the London Fashion Week show, shoppers at Topshop Oxford Street had the opportunity to model the trends. Google+ and Topshop placed a Be The Model photo booth in the flagship store where shoppers can try on outfits, select favorites, have their photo taken in the booth, and create an animated GIF to share on social networks.
The final phase of the Fashion Week activation came in the form of a custom Google+ Hangout app called Be the Buyer, where shoppers could swipe outfits from the catwalk onto a wish list. The Topshop homepage showcased the items that shoppers want most, and this will influence what is actually manufactured for the A/W13 line.
This retail and digital innovation covers many platforms and works to engage the shoppers, fans, and fashion lovers on a personal level across media. Topshop is surely one to watch.
Contributed by Nina White, Integer London