Topshop recreates front row experience for online shoppers

Topshop: creates online catwalk show
Topshop: creates online catwalk show

Topshop is recreating the front row experience from its London Fashion Week catwalk show, on Facebook, in what it claims is its largest social media push to date.

The high-street fashion retailer has partnered with Facebook to create a "customisable catwalk" plug-in for Topshop.com.

Viewers watching a live stream of the show on Sunday (16 September) at 3pm will be able to share snapshots of their favourite looks with their friends on Facebook in real time.

Appearing next to the live stream will be a box that allows users to buy any product from the collection in their choice of colour, three months before it hits stores.

Shoppers will also be able to buy the Topshop makeup used for each look in the campaign and purchase the music played in the show via an iTunes plug-in.

In addition to the Facebook activity, Topshop will be running a 'Tweet Off' Twitter campaign to encourage viewers to review the show in 140 characters. The best tweet will win a VIP ticket to the next show.

The campaign has been spearheaded by Justin Cooke, Topshop's new chief marketing officer. Cooke joined the business in June from Burberry, where he was vice-president of public relations.

Burberry has received much acclaim for its social media campaigns, such as its 'Tweetwalk' last September, which allowed the brand to reveal every new-season look on Twitter moments before the models hit the runway.

Topshop is already active on social media channels, including less mainstream ones such as Tumblr and Instagram.

However it claims this is its biggest social media campaign to date. It forms part of the strategy to transform Topshop into a global brand.

Cooke said: "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.’’

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Duracell short film captures epic Transatlantic voyage
ASH runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug
Thetrainline.com backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Burberry's flagship Shanghai store facade responds to weather changes
Subway considers taking fast food to fast lane with F1 sponsorship
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands
Dove tries to tell women their beauty is innate through placebo patches
Wonga faces social media storm after forcing Twitter to remove satirical material
Spotify tells the stories of relationships with music
Skype contrasts real stories with 'saccharine' style of Google and Apple
Top 100 UK advertisers: BSkyB increases lead as P&G, BT and Unilever reduce adspend
Viral Review: One Direction perfume 'prankvert' should have been a bigger hit
German beer brand Warsteiner tells drinkers to 'do it right'
SSE signs 10 year deal to sponsor Wembley Arena
Co-op bank posts losses of £1.3bn and expects no profits for two years