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Brief Published: 21 Sep 2012

London Fashion Week: Topshop’s Customise the Catwalk


British fashion retailer Topshop made sure its Spring/Summer 2013 collection show at London Fashion Week had unprecedented global reach by broadcasting the event across Twitter, Facebook and iTunes – layered with an armful of innovative digital features.

As models walked the runway in London’s Bedford Square, the event was live-streamed to two million people in more than 100 countries. The venture also unveiled its new Customise the Catwalk feature, which let viewers select and order key looks as they appeared on the runway, and change the colour of garments to suit their tastes.

Topshop also partnered with Facebook to develop a function called Shoot the Show. By embedding a camera button within the live-stream video, anyone watching could snap pictures of their favourite looks and share them directly with Facebook friends. Meanwhile on Twitter, a ‘tweet-off’ competition saw followers of @Topshop were challenged to review the collection in 140 characters for the chance to win tickets to the next runway show. Even the soundtrack to the show was available to download via iTunes on Topshop.com.

“This show is all about the customer and creating what we call 'social entertainment' around our product,” said Topshop's chief marketing officer Justin Cooke.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.”

Topshop wasn’t the only retailer to take advantage of digital innovation to reach a global audience this London Fashion Week; Scottish fashion designer Jonathan Saunders partnered with e-tailer Motilo to sell and live-stream his new collection.

For more information on how smart brands are encouraging consumers to interact with them (with and without social media) to forge stronger brand connections, see the Power of Play Industry Trend and Social Media Seduction.


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