Topshop recreates front row experience for online shoppers

Topshop is recreating the front row experience from its London Fashion Week catwalk show, on Facebook, in what it claims is its largest social media push to date.

Topshop: creates online catwalk show
Topshop: creates online catwalk show

The high-street fashion retailer has partnered with Facebook to create a "customisable catwalk" plug-in for Topshop.com.

Viewers watching a live stream of the show on Sunday (16 September) at 3pm will be able to share snapshots of their favourite looks with their friends on Facebook in real time.

Appearing next to the live stream will be a box that allows users to buy any product from the collection in their choice of colour, three months before it hits stores.

Shoppers will also be able to buy the Topshop makeup used for each look in the campaign and purchase the music played in the show via an iTunes plug-in.

In addition to the Facebook activity, Topshop will be running a 'Tweet Off' Twitter campaign to encourage viewers to review the show in 140 characters. The best tweet will win a VIP ticket to the next show.

The campaign has been spearheaded by Justin Cooke, Topshop's new chief marketing officer. Cooke joined the business in June from Burberry, where he was vice-president of public relations.

Burberry has received much acclaim for its social media campaigns, such as its 'Tweetwalk' last September, which allowed the brand to reveal every new-season look on Twitter moments before the models hit the runway.

Topshop is already active on social media channels, including less mainstream ones such as Tumblr and Instagram.

However it claims this is its biggest social media campaign to date. It forms part of the strategy to transform Topshop into a global brand.

Cooke said: "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.

"It’s social, it’s commerce and it’s entertainment all rolled into one.’’

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).