London Fashion Week has traditionally been an exclusive event for the fashion elite. The hottest designers hold shows displaying their newest styles for an audience of three to four hundred people—that is until last spring.
In a partnership with Google+, Topshop created Topshop Unique, a comprehensive website that brought the latest in fashion from London Fashion Week to over two million people around the globe. A leader in fashion and media in the UK, Topshop has made innovation a core value throughout their company and have made it their mission to make cutting edge affordable fashion available to everyone.
Topshop Unique connected fans to the show in unprecedented ways. The page featured a live stream of the show with cameras focused on the runway in the Tate Modern and cameras hidden in the models handbags. Not only could fans live out their dream of being there but for the first time, they could experience it as a model showing their favorite styles on the runway.
While fashionistas everywhere watched the models strut down the catwalk, Topshop Unique allowed them to take snapshots and share their favorite styles with their friends on Google+, Facebook, and Twitter. In addition, Topshop seamlessly integrated the ability to customize each outfit being shown and purchase them immediately from the website.
Throughout the show, models and show attendees connected with fans online through Google Hangouts. The models answered questions and provided behind the scenes insight that further engaged the fans at home. The unique combination of the live show with social media and online sales was unprecedented in the world of fashion. Topshop and Google raised the bar for fashion shows to come.
Award Winning Campaign
Last month at the Cannes Lions Festival, Topshop was awarded a Bronze Lion for this digital media campaign. While there, we sat down with the Chief Marketing Officer of Topshop, Justin Cooke and asked him about the future of digital marketing. He noted, “staying relevant is the biggest challenge to every brand in the world.” Marketing is no longer about pushing a message out about your product but rather about building communities. Learn more in our video interview with Justin Cooke the visionary behind the campaign.
For more information on Topshop’s Cannes Lion Festival Submission, check out their official entry video.
Andrew Sielen
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