Fan Votes Shape Topshop’s Archive Collection
British high-street fashion retailer Topshop is marking the launch of its new seasonal Archive Collection this month – a 33-piece capsule range based on its original designs from the 70s, 80s and 90s – with a social media campaign that invites fans to post photos of items they'd like to see revived in the future.
Dubbed #BringThatBack, the campaign gives Topshop fans the chance to influence new pieces that will appear in its next Archive Collection, due to drop both in-store and online in November 2015. To get involved, consumers can upload a selfie with a favourite Topshop piece (for more on the selfie phenomenon and its ongoing value to retail brands, see Luxury Online for Millennials), or an old photo of an item that's been lost to either Twitter or Instagram using the hashtag #BringThatBack.
In a move that also shrewdly trades on younger consumers' penchant for self-promotion, Topshop will subsequently select its favourite images to appear in an image gallery on its Facebook page, as well as posting single looks on its Instagram and Twitter pages, while finalising key pieces for the new collection.
For more on harnessing the self-promotional mentality of Gen Y (and below), see Brands Behaving Authentically: Culture & Inclusivity, Instagram for Retail Brands, Louboutin's User-Generated E-Gallery, Saks' Social Style Icons and the upcoming report The Social Media Sell Revisited: Global Outlook, publishing on August 6.
For more on the value of harnessing data to inform business decisions, see Catwalk to Closet, part of our Anywhere Retailing Industry Trend, and Data Tracking & Human Response Monitoring, part of our Future of the Store Industry Trend. For more on how brands are tapping into consumer communities, see Community & Commerce and Specialise to Survive in our Future of the Store Industry Trend. See also, Experimentation & Co-Creation, Consumer-Creators, Exploiting Insider Access and Toy Worlds: Targeting Gen 'Me'.
For more on how brands are capitalising on their heritage, both physically and digitally, see Monetising Brand Heritage, Beyond Commerce: Rites, Rituals & Heritage in our New-Era Luxury Macro Trend, and Clarks x WhatsApp: Digital Heritage.