After Hollywood, it was the fashion world which paved its way into social media in its unique way. London Fashion week’s Topshop Unique SS13 was featured online on September 16, 2012. More than 2 million people across 100 countries tuned in to watch the online video stream of Topshop’s Spring/Summer 2012 collection.
London Fashion week was featured on Topshop’s website and was publicized on its Twitter page. It was also broadcasted on a large screen at its Oxford flagship store in London and also on 200 websites across all its media partners. Topshop also posted the video of the “10 to 15 minutes” show immediately after it ended, thus creating a buzz worth noticing.
Topshop also created a personalized and shoppable live stream experience. Viewers could click on accessories and clothes, browse for colour options live during the catwalk. Screenshots were also created on-spot and shared on Facebook. Makeup could also be ordered online and delivered within 48 hours, accessories and apparels take 6 to 8 weeks.
To sum up, well over 2 million people were exposed to this online fashion event, thanks to the screenshot sharing tool Topshop created in conjunction to with Facebook. The company said that several looks sold out within an hour of featuring.
Promotion of the show was not limited to Facebook alone. #Topshop and Unique took over the Twitter trend section on Sunday. Conversations were carried out both by @ElleUK and @Topshop. @Topshop also pinned the live stream videos on top of their twitter page. This was not all they did. They also encouraged tweeps to review the show in 140 words. It will be redundant here to mention that it broke Topshop’s previous viewer records.
Do you think this neoteric approach in the fashion world going to appeal to the fashion connoisseurs?
Waiting to hear from you…