Topshop's shoppable fashion week
Topshop has joined forces with Twitter for the imminent London Fashion Week and has commandeered a half-dozen billboards in Birmingham, Glasgow, Leeds, Liverpool, London and Manchester to display trends emerging from the event, writes Steve Mullins. The brand will crunch data on Twitter and select Fashion Week trends for broadcast on billboards, along with images of Topshop items matching the trend, and the requisite hashtags – look out for the likes of #colourblocking, #pleats and #utility.
Twitter users tweeting @topshop with a trend hashtag will receive curated lists of the matching clothes and accessories, while visitors to Topshop’s Oxford Circus flagship on 22 February can watch the Topshop Unique catwalk show live and tweet reviews as it happens.
To add to the social media buzz, the brand is also looking to post Vine videos of models on Twitter just before they take to the runway. The videos will be shot in the Vine Booth at Tate Britain, the show’s venue.
“Through Twitter’s listening power, we can allow our global consumer to shop the trends as and when they happen, and give them insight and access into runway shows,” says Sheena Sauvaire, Topshop’s global marketing and communications director. She believes the idea of live advertising is just beginning and that this campaign will be a first in a line of real-time shoppable billboards.